Lamington Apartments

What Lamington Apartments does

Lamington Apartments is a London-based serviced apartment operator trading under Agate Properties Ltd, offering furnished studios to two-bedroom apartments in traditional Victorian buildings across the Hammersmith and Brook Green neighbourhoods of West London. The business traces its roots to the late 1960s when founder Stuart Godwin Snr began developing residential and commercial property in West London; the formal short-stay serviced apartment operation was launched in 2006 and is now led by second-generation CEO Robert Godwin, who took over in 2011. The company serves business travellers, extended-stay guests, families, leisure visitors and corporate accounts, supplemented by a long-term furnished lettings division (Lamington Lettings) operating for over 30 years and a sister sub-brand, room2 Hometels, a design-led 'hometel' concept currently live in Chiswick, Southampton and Belfast with UK expansion planned.

The product portfolio comprises six core apartment types ranging from ~27 sqm studios to ~60–70 sqm two-bedroom garden units, all within a seven-minute walk of the on-site management office at 109 Hammersmith Grove and offering fully-equipped kitchens, complimentary Wi-Fi, weekly servicing for stays over seven nights and pet-friendly options. The booking stack runs on the Mews hospitality platform integrated as a distributor, with Google Maps and reCAPTCHA as supporting integrations; the company has no native mobile app or disclosed API. Certifications include B Corp, Living Wage Employer, Quality Accredited status and GDPR compliance. The firm is family-owned with 11–50 employees and reports no external institutional funding.

Revenue is generated across multiple streams: nightly short-stay rentals, a direct-booking membership programme offering at least 10% off best available rates, corporate rate agreements for regular business travellers, long-term furnished lettings from £1,550/month, and ancillary fees (extra beds £20/day, additional cleaning £30, lost keys £50, pet deep clean £300 + £500 deposit, late checkout fees). Distribution combines self-serve direct booking through the website, agent partnerships (Silverdoor cited as a named partner), a dedicated corporate sales channel and long-term lettings through a digital management portal. Marketing leverages TripAdvisor ranking (#36 of 2,267 specialty lodging in London, 4.5 rating), the membership programme for retention, content marketing and ESG credentials (B Corp, Living Wage). The business is geographically concentrated in West London with no disclosed international footprint.

Name

Lamington Apartments

Legal name

Agate Properties Ltd

Website

https://lamingtonapartments.com

Company type

Private

Founded year

2006

Operating status

Operating

Headcount range

51–100 employees

Short description

Lamington Apartments is a family-owned serviced apartment operator in West London (Hammersmith and Brook Green) offering studios to two-bedroom units in Victorian buildings. It serves business travellers, extended-stay guests, families and corporate accounts, with long-term lettings and a sister room2 Hometels brand.

Ownership category

akta.pro rank

Product category

Serviced Apartments

SIC

Hotels, Rooming Houses, Camps & Other Lodging Places (7000)

akta.pro industry

PRIMARYTHAMACAD

Extended-stay serviced apartments (weekly/monthly)

Travel & Hospitality/Vacation Rentals & Short-Term Stays/Serviced Apartments & Aparthotels

SECONDARYTHAMACAA

Urban serviced apartments (city-centre)

Travel & Hospitality/Vacation Rentals & Short-Term Stays/Serviced Apartments & Aparthotels

SECONDARYTHAMAHAG

Furnished Corporate Apartments (Urban, Mid-Rise)

Travel & Hospitality/Vacation Rentals & Short-Term Stays/Corporate Short-Term Housing

SECONDARYTHACALAD

Serviced Apartments & Corporate Housing Providers

Travel & Hospitality/Business Travel & Corporate Travel Management/Relocation & Extended Business Stay Management

SECONDARYTHAGAEAC

Extended-Stay Suites (Kitchenette/All-Suite)

Travel & Hospitality/Lodging & Accommodation/Extended-Stay & Serviced Apartments (Aparthotels)

Keywords

• Serviced apartments
• Extended stay accommodation
• Corporate housing
• Furnished lettings
• Short stay rentals

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Infrastructure, Personnel, Operations, Marketing or Sales, Technology or R&D

Revenue model

1. Short Stay Serviced Apartments: Nightly rental of fully furnished serviced apartments ranging from studios to two-bedroom units in Hammersmith, West London. Prices vary by apartment size and season.
2. Membership Program: Direct booking membership program offering at least 10% off best available rates, exclusive offers, upgrades, and gifts for members who book direct.
3. Corporate Business Travel: Corporate rate agreements for regular business travellers and companies with recurring accommodation needs in West London.
4. Long-Term Lettings: Furnished long-term rental apartments managed through Lamington Lettings division. Studios from £1,550/month with online portal management.
5. Additional Charges and Fees: Revenue from additional services including extra beds (£20/day), additional cleaning (£30), lost keys (£50), pet fees (£300 deep clean + £500 deposit), and late checkout fees.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels6 records

Core offering

Lamington Apartments provides short-stay and extended-stay serviced apartment accommodation in Victorian buildings across Hammersmith and Brook Green in West London, ranging from studios (27 sqm) to two-bedroom apartments (60-70 sqm). Each apartment includes a fully-equipped kitchen, complimentary Wi-Fi, weekly housekeeping for stays of 7+ nights, and modern furnishings, with the company offering corporate, relocation, leisure, and family-stay packages alongside a long-term lettings division.

Product overview

Lamington Apartments operates as a unified serviced apartment platform offering short-term accommodation in West London, specifically in the Hammersmith and Brook Green areas. The core product portfolio consists of six apartment types: Studio Townhouse, Studio, One Bedroom, One Bedroom Garden, Two Bedroom, and Two Bedroom Garden apartments. All apartments are located in traditional Victorian buildings and come with fully-equipped kitchens, free Wi-Fi, weekly cleaning for stays over 7 nights, and modern furnishings. The company offers complementary services including a Membership Program (providing 10%+ direct booking discounts), Corporate/Business Travel services, Extended Stays, Short Stay packages, and an Agent Partnership Program. Additionally, Lamington Lettings operates as a separate sub-brand offering long-term furnished rentals managed through a digital portal. The booking infrastructure is powered by the Mews reservation system.

Differentiator

Problem solved

Functional benefit

Brands

• room2 Hometels: An innovative brand concept sitting between Airbnb and hotels, providing a design-led product with market-leading guest experiences. Operates in Chiswick, Southampton and Belfast with numerous UK locations in the pipeline.

Products and services

• Studio Townhouse Spacious open-plan studio apartment designed for comfort and ease at great value, suitable for individuals or couples visiting for a city break or business trip.
• Studio Apartment Comfortable open plan living apartment averaging 27 sqm at great value, perfect for individuals or couples on a short city break or business trip.
• One Bedroom Apartment One bedroom apartment averaging 40 sqm offering greater space, comfort and flexibility than a standard hotel room, suitable for long weekends or longer stays.
• One Bedroom Garden Apartment One bedroom apartment with outdoor space in the form of a garden or terrace, offering greater space, comfort and flexibility for guests seeking more than a hotel room.
• Two Bedroom Apartment Family or group accommodation with two bedrooms averaging 60 sqm, allowing guests to settle in and feel at home with plenty of room for children and entertaining.
• Two Bedroom Garden Apartment Two bedroom apartment with garden or roof terrace access, offering outdoor space for families and pets along with all standard two bedroom facilities, averaging 70 sqm.
• Lamington Lettings Long-Term Rentals Long-term furnished rental lettings service operating for over 30 years, offering apartments in Hammersmith and Shepherds Bush managed through a digital all-in-one management portal.
• Corporate / Business Travel Accommodation Dedicated business travel accommodation service featuring complimentary Wi-Fi, regular servicing, fully equipped kitchens, and modern workspaces, with exclusive negotiated corporate rates for regular business travellers.
• Extended Stays Extended stay accommodation for relocations or long-term work projects with all-inclusive pricing covering internet, water bills, and rubbish disposal, plus exclusive discounts for stays between 15-28 nights booked 14 days in advance.
• Agent Partnership Program Partnership program for accommodation agents to place corporate clients in West London, offering responsive service, smooth booking processes, bespoke pricing, and quality guest experiences for corporate clients.

Quantifiable outcome

• TripAdvisor ranking: #36 of 2,267 specialty lodging options in London with 4.5 Excellent rating
• +2 more outcomes

Named customers5 records

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

Feature4 records

Partnerships

Six partnerships are on record, tiered minor and core.

• The Grove TavernminorGTM or Marketing PartnerPartnership offering Lamington guests 20% off food at The Grove Tavern, a traditional London pub in Hammersmith serving good quality food and drink. Guests must show proof of booking to obtain discount.
• Mews (Distributor)coreTechnology or IntegrationIntegrated booking technology platform enabling direct booking through Mews distributor at app.mews.com/distributor/9a4ce55d-d207-4a74-99a7-a41ad83f52c3
• room2 (Lamington Group Brand)coreOthersSister brand under Lamington Group operating 'Hometels' - a design-led product between Airbnb and hotels. Currently operating in Chiswick, Southampton, and Belfast with UK expansion planned.
• SilverdoorcoreChannel Partner/ Reseller/ DistributorLeading accommodation agent partner placing corporate clients in West London. Described as responsive and reliable with smooth, hassle-free booking process.
• ASAP MembersminorOthersMember of Accommodation Self-Assessment Scheme (ASAP) providing confidence and quality assurance for guests booking with confidence.
• Agate PropertiescoreOthersTrading name entity - Agate Properties Ltd, registered in England under number 904057, operating as Lamington Apartments. Registered office at 109 Hammersmith Grove, London, W6 0NQ.

Scale indicators6 records

Recent moves7 records

Expansion highlights6 records

Direct peers

• Staycity Aparthotels: Major European aparthotel operator with multiple London locations, offering serviced apartments with kitchens targeting corporate, leisure, and group travellers. Comparable across product, price band, and customer mix with established agent and direct booking channels.
• The Resident: Boutique serviced apartment/hotel hybrid brand with multiple London locations, offering kitchenette-equipped rooms and apartments targeting design-conscious business and leisure travellers. Comparable in positioning between hotels and Airbnb with strong TripAdvisor reputational signals.
• Citadines Apart'hotel: Ascott-operated aparthotel brand with London properties offering serviced studios and apartments with kitchens, targeting both corporate and leisure travellers on short and extended stays. Highly comparable in product structure, amenities (Wi-Fi, weekly housekeeping), and corporate sales motion.
• Cheval Residences: London-focused luxury serviced apartment provider operating in prime West London locations (Kensington, Knightsbridge), competing for the same corporate and extended-stay demand Lamington serves. Comparable product (studios to multi-bedroom) and corporate travel focus.
• SACO (The Serviced Apartment Company): Long-established UK serviced apartment operator with significant London inventory offering studios to multi-bedroom apartments for both corporate and leisure stays. Comparable on product mix, target customer (business travellers and extended-stay guests), and distribution via agent/corporate channels.
• Marlin Apartments: London serviced apartment operator with properties in key business districts, offering studio to multi-bedroom apartments for corporate and leisure stays. Directly comparable product, customer mix, and agent/corporate distribution model.
• room2 Hometels: Sister brand under the Lamington Group operating 'Hometels' in Chiswick, Southampton, and Belfast. Directly comparable operating model (apartment-style accommodation with kitchens and serviced stays) and shares the same Godwin family ownership, making it the most directly comparable operating peer.
• Native: Design-led serviced apartment brand with London properties offering apartments with full kitchens for short and extended stays. Comparable on product format, design differentiation, and corporate/leisure dual-segment strategy.

Broad incumbents

• Airbnb: Global short-stay accommodation platform offering apartments and homes in West London. Not a direct competitor in product control, but a broad incumbent on the demand side that sets pricing expectations and capture share of Lamington's short-stay leisure segment.
• edyn (formerly SACO): Parent group of SACO and Locke, operating a broader portfolio of serviced apartment brands across the UK and Europe. Larger scale, multi-brand structure makes it a broad incumbent comparable on customer base, distribution scale, and corporate travel demand.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/LamingtonApts
• Facebookfacebook.com/LamingtonApartments

Compliance4 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Lamington Apartments