What Lurot Brand does

Lurot Brand is a London-based, family-owned estate agency founded in 1971 by Antoine and Kati Lurot that specializes exclusively in mews properties — a narrow category of small, historically secondary coach-houses converted into residences in prime central London postcodes such as South Kensington, Knightsbridge, Notting Hill, Holland Park, and Bayswater. The firm operates from two London offices (South Kensington at 4-5 Kynance Place and Hyde Park at 37-41 Sussex Place) and is run by the founding family: Kati Lurot as Chairman & Co-founder, Peggy Lurot as Managing Director, Mike Lurot as Sales Associate, and Milo Lurot as a Trainee Associate, supported by named department heads across property management, lettings, sales, and marketing. Lurot Brand's product portfolio spans mews property sales (transaction-fee commissions on ~£2.5M typical deals), residential lettings and short-let management (subscription fees of 11-20% + VAT), full property management (17% + VAT, multi-year contracts), market appraisals/valuations, architectural/design advisory, project feasibility work, and a £500 landlord referral program.

The firm's competitive position rests on domain specialization rather than technology. The core proprietary asset is the London Mews Directory — an archive of 800+ mews streets in central London with photographs, history, and maps, originally compiled by founder Antoine Lurot in the 1970s by motorcycle. This, combined with a curated database of qualified mews buyers accumulated over 55 years, supports evidence-based valuations and access to off-market deals. The business model is dual-sided transaction and recurring revenue: sales commissions on individual mews purchases/sales plus multi-year recurring fees from Fully Managed and Letting Services contracts on the lettings book. Customers are exclusively individual HNW buyers, sellers, tenants, and landlords, with no enterprise accounts and no external institutional investment. The firm holds standard UK property-sector credentials (Propertymark, ARLA, The Property Ombudsman, TSI Approved Code) and earns media coverage in publications including Country Life, Luxury London, Daily Mail, The London Magazine, and The Times.

The underlying technology is deliberately minimal: a content-marketing website, email newsletters, the London Mews Directory as a content asset, plus standard third-party tooling (CookieYes, Google Analytics, Cloudflare, Calendly, YouTube). Go-to-market is direct sales through the two offices, supplemented by editorial press coverage and word-of-mouth referrals — there is no app, no API, no disclosed AI/ML capability, and no proprietary software platform. The business is founder/family-owned with no external funding, no subsidiaries, no M&A history, and a stable 11-50 employee headcount; succession is in process with the next generation already active in the firm.

Name

Lurot Brand

Legal name

Lurot Brand

Website

https://lurotbrand.co.uk

Company type

Private

Founded year

1971

Operating status

Operating

Headcount range

11–50 employees

Short description

Lurot Brand is a London-based, family-owned estate agency founded in 1971 that exclusively buys, sells, lets, and manages mews properties across prime central London. It serves HNW individuals and landlords through two offices in South Kensington and Hyde Park.

Ownership category

akta.pro rank

Product category

Residential Real Estate Services

akta.pro primary industry

Luxury & High-End Residential Brokerage (BPAJAAAC)

akta.pro secondary industry

Traditional Residential Brokerage (Existing Homes) (BPAJAAAA)

Keywords

• Mews property sales
• Residential lettings
• Property management
• Real estate valuations
• Luxury London property

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Property Sales Commission: Commission from selling mews properties in prime central London locations including Knightsbridge, Kensington, Notting Hill, and other prestigious postcodes.
2. Lettings Management Fees: Ongoing management fees from landlords renting mews properties, including fully managed services at 17% plus VAT and letting services at 11% plus VAT.
3. Short Let Services: Short-term rental management services charged at 20% plus VAT for tenancies under 6 months.
4. Additional Fees: Various ancillary fees including tenancy agreement preparation, reference checks, deposit protection scheme fees, and renewal charges.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels5 records

Core offering

Lurot Brand is a specialist London real estate agency that exclusively buys, sells, lets, and manages mews houses across prime central London. The firm provides end-to-end residential services including property sales, residential lettings, property management, market appraisals/valuations, and architectural advice to owners, buyers, tenants, and landlords of mews properties.

Product overview

Lurot Brand operates as a specialized real estate agency focused exclusively on mews properties in London. Founded in 1971, the company offers a unified service platform combining sales, lettings, and property management capabilities. The core product portfolio includes mews property sales (with access to off-market opportunities), residential lettings with comprehensive tenant management, and ancillary services such as property management, architectural advice, market appraisals, and project feasibility assessments. The company positions itself as London's only mews property specialist, providing a niche-focused alternative to generalist estate agents.

Differentiator

Problem solved

Functional benefit

Products and services

• Property Sales End-to-end sales advisory and transaction management for owners and buyers of mews houses in central London, including marketing, viewings, negotiation, and completion.
• Residential Lettings Sourcing, referencing, and placement of tenants for landlords of mews houses, including marketing of rental listings and tenancy setup.
• Property Management Full property management service for landlords of mews houses, covering maintenance, inspections, rent collection, and tenant liaison.
• Market Appraisals / Valuations Specialist valuations and market appraisals of mews houses, drawing on the firm's proprietary London Mews Directory and 50+ years of category expertise.
• Architectural Advice Advisory on the architectural and design characteristics of mews properties, supporting owners and buyers with renovation, extension, and planning considerations unique to mews houses.

Quantifiable outcome

• Tenancy length 2.5x London average - proof of getting right tenants
• +1 more outcomes

Named customers5 records

Segments4 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

Four partnerships are on record, tiered core and supporting.

• PropertymarkcoreOthersLurot Brand holds Propertymark Client Money Protection (CMP) certification and Registration Certificate, demonstrating compliance with industry standards for client money handling in property transactions.
• The Property Ombudsman (TPO)coreOthersMember of The Property Ombudsman Scheme, adhering to their Code of Practice for consumer protection in property transactions.
• Association of Residential Letting Agents (ARLA)coreOthersLurot Brand is a member of ARLA, the leading professional body for letting agents in England, ensuring professional standards in lettings services.
• Trading Standards UKsupportingOthersTSI Approved Code Trading Standards UK member, demonstrating compliance with consumer protection standards.

Scale indicators4 records

Recent moves6 records

Expansion highlights4 records

Broad incumbents

• Chestertons: London-focused estate agency with a long history in prime central London sales, lettings, and property management. Comparable multi-service model and central London footprint, though broader than a mews-only focus.
• Savills: International property adviser with a strong London prime residential division. Comparable in serving the same upscale London market and providing sales, lettings, and property management services, albeit across a much broader product range.
• Strutt & Parker: UK premium estate agency with a notable London prime residential practice. Comparable in serving HNW buyers and sellers of prestigious London homes, including mews-style properties, alongside a broader national portfolio.
• Winkworth: London-headquartered estate agency network offering sales, lettings, and property management across prime and mainstream London postcodes. Comparable in offering multi-service residential brokerage across central London.
• Foxtons: London-centric estate agency with strong market share in sales, lettings, and property management across central and west London. Comparable in operating a multi-service residential agency model in overlapping London postcodes.
• Knight Frank: Global luxury real estate agency with a substantial London prime central presence (Knightsbridge, Mayfair, Belgravia). Comparable because it serves the same HNW buyer and seller pool that Lurot Brand targets, though it does not specialize exclusively in mews.
• John D Wood & Co. Long-established London estate agency providing sales, lettings, and property management in prime central London. Comparable multi-service residential real estate model serving overlapping central London postcodes.

Direct peers

• Russell Simpson: Boutique London estate agency focused on prime central London homes, including many mews-style properties in Notting Hill, Kensington, and Chelsea. Closely comparable niche luxury residential broker with similar bespoke sales approach.
• House Marketing: Independent London estate agency focused on character properties and conversions in central London, including a high proportion of mews houses. Closely comparable niche positioning and target customer in London's mews market.
• Domus Nova: Independent London estate agency specializing in design-led prime central London properties, including mews houses in Notting Hill and West London. Comparable niche focus on character properties and a design-savvy HNW clientele.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/lurotbrand

Compliance4 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles13 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 Lurot Brand