What The Mandrake does

The Mandrake is a privately-held luxury lifestyle hotel and integrated hospitality property operating since 2017 at 20-21 Newman Street in Fitzrovia, London. The company operates 33 bedrooms including three suites, an award-winning Penthouse, and The Residences (one, two, and three-bedroom options), alongside multiple food and beverage venues: YOPO Zaytoun restaurant, YOPO Bar, the ethnobotanical Waeska Bar, and the open-air Jurema Terrace. The property is operated under PHG Ltd as the UK data controller entity.

The company's core differentiators are experiential rather than technological. DAMU Spa, opened in 2025, houses the world's first multi-sensory Origin Pool and detoxifying Mud Caves alongside advanced skin therapies. A Spiritual Wellbeing Concierge — described as a world first — offers individually curated rituals including reiki, sound healing, shamanic journeys, and gong baths, with both resident and non-resident pricing tiers. An Artist in Residence programme, curated by Maguelone Marcenac and anchored by partnerships with Gallery 1957 and Anticlone Gallery, generates original work and cultural programming on-site.

The business monetises across five primary revenue streams: Accommodation (with flexible and non-refundable rate options plus a subscription Members tier), Food and Beverage (YOPO Zaytoun, Waeska, Jurema Terrace), Private Events across eight venue configurations (8 to 130+ guests), Wellness and Spiritual Services (£95 to £500+ per session), and the Mandrake Salon educational programme in partnership with House of Vixens. Go-to-market is event-driven, leveraging cultural programming and press coverage in Condé Nast Traveller, Vogue, Tatler, Esquire, Wallpaper, Vanity Fair, and TimeOut, supplemented by direct sales through a dedicated reservations and events team plus Booking.com integration.

Name

The Mandrake

Legal name

PHG Ltd

Website

https://themandrake.com

Company type

Private

Founded year

2017

Operating status

Operating

Headcount range

101–250 employees

Short description

The Mandrake is a privately-held, multi-award-winning luxury boutique hotel in London's Fitzrovia operating 33 bedrooms alongside DAMU Spa, multiple restaurants and bars, the world's first Spiritual Wellbeing Concierge, an Artist in Residence programme, and event spaces serving luxury travellers, fashion and arts insiders, wellness seekers, and corporate event clients.

Ownership category

akta.pro rank

Product category

Luxury Boutique Hotels

NAICS

Hotels (except Casino Hotels) and Motels (72111), Drinking Places (Alcoholic Beverages) (722410)

SIC

Hotels, Rooming Houses, Camps & Other Lodging Places (7000), Retail-Eating & Drinking Places (5810)

akta.pro primary industry

Luxury Boutique & Lifestyle Resorts (THAGACAO)

akta.pro secondary industries

Lounge Bars & Hotel Bars (THAFAEAI), Rooftop Bars & Beach/Pool Bars (THAFAEAJ)

Keywords

• Luxury boutique hotel
• Hotel accommodation
• Wellness spa services
• Destination dining
• Private event venues

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Accommodation: Revenue from 33 luxury bedrooms including rooms, suites, penthouse and residences. Flexible and non-refundable rate options available. Check-in from 3pm, check-out by 11am.
2. Food & Beverage: Revenue from YOPO Zaytoun restaurant (Levantine cuisine, South American influences), Waeska Bar (ethnobotanical cocktails), Jurema Terrace (open-air bar with hanging garden), and private dining experiences.
3. Private Events: Revenue from hosting private events in multiple spaces including YOPO Restaurant (130 guests standing, 60 seated), YOPO Bar (40 guests), PDR Private Dining Room (20 guests), Jurema Terrace (110/50/35 guests), Penthouse (35 guests), Greenhouse (8 guests), Masha Hari Theatre (70 guests), Library (30 guests). Exclusive hotel hire available.
4. Wellness & Spiritual Services: Revenue from DAMU Spa treatments, Spiritual Concierge services including yoga, reiki, sound healing, shamanic journeys, gong baths, and private spiritual events. Services range from £95-£300+ per session.
5. Mandrake Salon: Educational intimacy and wellness classes led by Sophie Cohen of House of Vixens, including group classes and private room sessions at £350.

Pricing tiers

Go-to-market motion2 records

Distribution channels6 records

Marketing channels7 records

Core offering

The Mandrake operates a luxury boutique hotel with 33 bedrooms, suites and a Penthouse in London's Fitzrovia. Its core commercial offering combines accommodation, multiple food and beverage outlets (YOPO Zaytoun, Waeska Bar, Jurema Terrace), the DAMU Spa and Spiritual Wellbeing Concierge, private event spaces, an Artist in Residence programme, and curated music and cultural programming, sold primarily to affluent leisure travellers, fashion and arts insiders, and corporate/private event clients.

Product overview

The Mandrake is a multi-award-winning, luxury lifestyle property offering an integrated hospitality experience. The property features 33 luxurious bedrooms and suites, the recently launched DAMU Spa with the world's first multi-sensory Origin Pool, multiple dining venues (YOPO Zaytoun restaurant and bar, Waeska Bar, Jurema Terrace), a comprehensive Spiritual Wellbeing Programme with the world's first Spiritual Concierge service, an Artist in Residence programme, diverse event spaces, the Mandrake Music Programme, and Mandrake Salon for intimate education. The hotel positions itself as an immersive art and wellness destination in London's Fitzrovia.

Differentiator

Problem solved

Functional benefit

Brands

• DAMU Spa: The hotel's wellness spa featuring the world's first multi-sensory Origin Pool, detoxifying Mud Caves, and a range of revitalising body treatments, facials and advanced skin therapies.
• YOPO Zaytoun
• Jurema Terrace
• Waeska Bar
• Spiritual Wellbeing Programme

Products and services

• Luxury Accommodation 33 luxuriously designed bedrooms in Fitzrovia including three opulent suites and an award-winning Penthouse, plus one-, two- and three-bedroom Residences, designed with provocative use of colour, texture and original works of art; available with Flexible (24-hour cancellation) and Non-Refundable rate options.
• DAMU Spa In-house spa featuring the world's first multi-sensory Origin Pool, detoxifying Mud Caves, advanced skin therapies (Moxi BBL, Dermapen), facials and body treatments for hotel guests and external visitors.
• YOPO Zaytoun Restaurant and Bar Premier dining destination serving Levantine cuisine with South American influences, bold flavours and shared plates, complemented by an adjoining bar serving handcrafted cocktails, wines and spirits.
• Waeska Bar Destination bar known for ethnobotanical cocktails and an extensive selection of mezcal and agave-based spirits.
• Jurema Terrace First-floor open-air terrace bar surrounded by a hanging garden of jasmine and passionflower, serving seasonal ethnobotanical cocktails and South American-inspired dishes; features a winter glass structure for year-round use and is available for private hire.
• Spiritual Concierge Service World's first Spiritual Wellbeing Concierge service, offering curated healing sessions, crystalline sound baths, gong baths, reiki healing, shamanic journeys and bespoke rituals for residents and non-residents.
• Artist in Residence Programme Rotating programme in which multidisciplinary artists live and work within the hotel, creating original artworks while guests observe and participate in the creative process.
• Private Events Spaces Versatile private event spaces — YOPO Restaurant (up to 130 standing), YOPO Bar (40), Private Dining Room (20), Jurema Terrace (110/50/35), Penthouse (35), Greenhouse (8), Masha Hari Theatre (70), and Library (30) — for corporate meetings, private celebrations, product launches, press events and brand activations.
• Exclusive Hotel Hire Full takeover option of the entire 33-bedroom property including YOPO, Waeska, Jurema, the Courtyard, Library, Private Dining Room and Theatre.
• Mandrake Salon Educational workshops on intimacy, consent and kink led by Sophie Cohen of House of Vixens, offered in both group and private settings within the hotel.
• Mandrake Music Programme Curated music programming including the Mandrake Sessions series on SoundCloud, resident DJs, live music performances, jazz evenings on Thursdays and DJ sets on Fridays and Saturdays.
• Private Spiritual Events Bespoke private spiritual events including Reiki & Sound Healing (from £400 + room hire), Sound Healing & Readings (from £400 + room hire), Cosmic Gong Bath (from £500 + room hire), and tailor-made experiences such as Full Moon Workshops, Cacao Ceremonies and Shamanic Sound Journeys.
• CoOc Retail Brand Retail/brand extension associated with The Mandrake, accessible via cooc.london.

Quantifiable outcome

• Hidden courtyards have won awards
• +2 more outcomes

Named customers3 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Seven partnerships are on record, tiered core and minor.

• DAMU SpacoreStrategic or Co-development PartnerDAMU Spa is The Mandrake's in-house wellness destination featuring the world's first multi-sensory Origin Pool, detoxifying Mud Caves, and advanced skin therapies including Moxi BBL and Dermapen. Operates as a distinct brand (damu.uk) within the hotel property.
• AIRE Ancient BathsminorStrategic or Co-development PartnerThe Mandrake collaborates with AIRE Ancient Baths in Covent Garden to offer spa services to guests. While not included in room rates, guests can access these luxurious spa experiences nearby.
• Gallery 1957coreStrategic or Co-development PartnerGallery 1957 represents artist Nadia Waheed who participated in The Mandrake's Artist in Residence programme during Frieze London. The gallery specializes in contemporary art with a focus on diverse artistic voices.
• Anticlone GallerycoreStrategic or Co-development PartnerAnticlone Gallery, founded by Sade English, conducted a week-long takeover at The Mandrake during Frieze London, featuring a group exhibition, commissions, performances, talks, and artist residencies. Guest curator Maria Abramenko specializes in installations, digital and sound art.
• House of VixenscoreStrategic or Co-development PartnerThe Mandrake partners with House of Vixens, led by Artistic Director Sophie Cohen, to deliver the Mandrake Salon - a series of educational intimacy and wellness classes within the hotel's opulent setting.
• Nataal MediaminorGTM or Marketing PartnerNataal Media partnered with The Mandrake for the Art Comes First residency, covering the fashion collective's private party in the Penthouse that served as the unofficial opening of Men's Fashion Week.
• PHG LtdminorOthersPHG Ltd (5-11 Mortimer St, London W1T 3JA) is identified as the data controller for GDPR purposes in The Mandrake's privacy policy.

Scale indicators3 records

Recent moves7 records

Expansion highlights5 records

Emerging players

• AIRE Ancient Baths: A standalone luxury thermal-wellness venue in Covent Garden, identified as The Mandrake's partner for spa overflow; comparable as an emerging competitor in the premium wellness category The Mandrake now enters with DAMU Spa.

Direct peers

• The Ned: A members' club and hotel in the City of London combining multiple restaurants, bars, spa and event spaces under one roof, mirroring The Mandrake's multi-vertical, programming-led luxury lifestyle model.
• The London Edition: A boutique luxury hotel in Fitzrovia operated by Marriott's Edition brand, with multiple F&B venues and a cultural programming focus, directly overlapping The Mandrake's catchment and audience.
• Sketch London: A design-led townhouse hotel and dining complex in Mayfair with multiple themed bars and restaurants (including the Gallery and the Parlour), comparable to The Mandrake's experiential F&B and cocktail positioning.
• Ham Yard Hotel: A Firmdale boutique hotel in Soho with curated art, a rooftop bar, and design-led rooms; a close comparably-sized competitor in the West End luxury boutique tier.
• Hotel Café Royal: A heritage luxury hotel in Piccadilly with multiple restaurants, bars and a spa, sharing The Mandrake's positioning at the intersection of culture, dining and wellness in central London.
• The Soho Hotel: Another Firmdale boutique property steps from The Mandrake in Soho, competing for the same affluent West End guest with similarly design-led rooms and an F&B offering.
• The Standard London: A lifestyle-led boutique hotel in King's Cross with multiple F&B venues and a strong cultural/nightlife identity, directly comparable to The Mandrake's positioning as a design-forward, experience-driven London property.

Broad incumbents

• Rosewood London: A large luxury hotel in High Holborn with multiple dining venues, a Sense Spa and event spaces; a broader-incumbent comparator for F&B, spa and event monetisation.
• The Connaught: An ultra-luxury Maybourne hotel in Mayfair with The Connaught Bar, restaurants, and a spa; competes with The Mandrake for the top end of the luxury guest segment in London.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/themandrakehotel/?locale=en_GB
• Instagraminstagram.com/themandrakehotel
• LinkedInlinkedin.com/company/themandrakehotel

Revenue estimate

Valuation estimate

Number of profiles

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 The Mandrake