Vanderpump

What Vanderpump does

Cheerent, trading as Vanderpump Reading, is a family-run residential property lettings and management agency based in Reading, UK, founded in 1991. The firm serves landlords and tenants in the Reading area, providing tenant sourcing, full management, and landlord support services, with an online instant valuation tool (vanderpump.lead.pro) supplementing its in-person valuations. It is a small operator (11–50 employees, single office at Suite 18, Access Offices, 62 Portman Road, RG30 1EA) and holds sector credentials including Trading Standards approval, Client Money Protect (CMP) membership, and NRLA Landlord membership.

Separately, the "Vanderpump" brand name is also licensed for a home textiles collection inspired by British TV personality Lisa Vanderpump, created with Designer's Linen Inc. and distributed globally through Sky Home USA, a subsidiary of Gul Ahmed. This licensing activity is brand-name only and is not operated by the Cheerent property business; it does not contribute to Cheerent's revenue or operations.

The business model is a traditional UK lettings and management fee structure (no pricing is publicly disclosed), targeting local SMB landlords and individual tenants in the Reading market. The firm's value proposition rests on local reputation, family-run service, and regulated handling of client money, rather than on technology differentiation or scale.

Name

Vanderpump

Legal name

Cheerent

Website

https://vanderpump.co.uk

Company type

Private

Founded year

1991

Operating status

Operating

Headcount range

11–50 employees

Short description

Cheerent, trading as Vanderpump Reading, is a family-run residential property lettings and management agency founded in 1991 in Reading, UK, serving local landlords and tenants with a small in-house team and an online valuation tool.

Ownership category

akta.pro rank

Product category

Residential Property Lettings

NAICS

Residential Property Managers (531311)

SIC

Operators Of Apartment Buildings (6513)

akta.pro primary industry

Short-Term Rental (STR) Management for Individual Hosts (BPAJAIAB)

akta.pro secondary industry

Townhome & PUD Association Management (BPAJAHAE)

Keywords

• Residential property lettings
• Property management services
• Landlord letting agency
• Tenant find services
• Rental property valuations

Headquarters

HQ city

Hessle

HQ country

United Kingdom

HQ region

Europe

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales

Distribution channels1 record

Marketing channels1 record

Core offering

Vanderpump (legal entity Cheerent, doing business as Vanderpump Reading) is a family-run residential property lettings and management agency established in 1991 in Reading, UK. It provides residential letting services for landlords (marketing, tenant finding, tenant applications, ongoing management) and rental property search and tenancy support for tenants, alongside a free online property valuation tool. The firm operates in the local Reading rental market, accredited by Client Money Protect and Trading Standards.

Product overview

Vanderpump operates primarily through licensing partnerships, extending the brand associated with British TV personality Lisa Vanderpump into home textiles via a partnership with Designer's Linen Inc. Additionally, the property lettings business trading as Vanderpump Reading (operated by Cheerent) offers residential lettings and property management services in the Reading, UK area, utilizing an online valuation tool at vanderpump.lead.pro.

Differentiator

Problem solved

Functional benefit

Products and services

• Residential Lettings Service End-to-end residential lettings service for landlords and tenants in the Reading area, covering property marketing, tenant referencing, tenant application processing, and tenancy setup.
• Property Management Service Ongoing management of residential rental properties for landlords, providing tailored solutions for busy property owners and supporting tenants during the tenancy.
• Online Property Valuation Free, no-obligation instant online property valuation tool that allows landlords to obtain an indicative rental or sales value for their property.

Segments1 record

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Two partnerships are on record, tiered core.

• Designer's Linen Inc.coreOEM/ Whitelabel/ Licensing Partner · 8 December 2025Designer's Linen Inc. has entered into a licensing partnership with Lisa Vanderpump to create a home textiles collection inspired by her distinctive style. This partnership brings 'soft luxury' to home textiles, positioning the collection within the accessible luxury market segment.
• Sky Home USA (Gul Ahmed subsidiary)coreChannel Partner/ Reseller/ Distributor · 8 December 2025Sky Home USA, a subsidiary of Gul Ahmed, manages the global distribution of the Vanderpump home textiles collection. This partnership leverages the parent's established textile manufacturing and global distribution infrastructure to scale the licensed collection internationally.

Recent moves4 records

Expansion highlights2 records

Others

• Rightmove: Rightmove is the UK's largest property portal; it is not a letting agent but is the primary listing and lead-generation channel for agencies like Vanderpump Reading, and changes in its pricing or model directly affect agency economics.

Direct peers

• OpenRent: OpenRent is an online letting platform that enables landlords to list, reference, and let properties without a traditional agent; it competes directly with Vanderpump Reading for the same landlord customers in Reading.
• Belvoir: Belvoir is a UK-wide franchise specializing in residential lettings and property management, with a localized-office model directly comparable to Vanderpump Reading's single-catchment, landlord-focused service.
• Winkworth: Winkworth is a UK franchise of estate and letting agents operating through local offices; it competes in the same residential sales, lettings, and management segments as Vanderpump Reading.
• Martin & Co: Martin & Co is a national UK letting-agent franchise network offering residential lettings and full management services; its local-office operating model closely mirrors Cheerent/Vanderpump Reading's approach.
• Hunters: Hunters is a UK estate and letting agency network providing residential sales, lettings, and management through local branches — directly comparable to a single-office lettings agent in Reading.

Broad incumbents

• LSL Property Services: LSL is a large UK property services group whose brands (including Your Move and Reeds Rains) deliver residential sales, lettings, and financial services — a much broader incumbent than Vanderpump Reading but in the same overall market.
• Connells Group: Connells is one of the UK's largest estate agency and lettings groups, offering residential sales, lettings, and property management across many local branches; it competes broadly with Vanderpump Reading but at vastly greater scale.

Regional players

• Foxtons: Foxtons is a London-focused estate and lettings agency with comparable residential sales and lettings services, though it does not directly compete in the Reading catchment where Vanderpump Reading operates.

Emerging players

• Purplebricks: Purplebricks pioneered a low-fee online/hybrid estate and lettings model in the UK; while operating differently, it directly targets the same Reading-area landlords and tenants with a digital-first alternative.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat3 records

Key risks5 records

Key highlights5 records

Customer concentration

• Facebookfacebook.com/VanderpumpReading
• LinkedInlinkedin.com/company/vanderpumpreading
• Xx.com/vanderpump

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Vanderpump