SER Group
SER Group Ltd is a UK-based, privately held multidisciplinary firm that delivers end-to-end FF&E and OS&E logistics, furniture supply, and renovation services to the hospitality sector through three subsidiaries, operating from owned warehousing in Eastbourne and serving hotels, contractors, and interior designers worldwide.
- Company typePrivate
- Founded2014
- HeadquartersEastbourne, United Kingdom
- Headcount11–50
- GTM typeB2B
- OfferingServices
What SER Group does
SER Group Ltd is a UK-based, privately held multidisciplinary firm founded in 2014 that serves the hospitality industry with end-to-end Furniture, Fixtures & Equipment (FF&E) and Operating Supplies & Equipment (OS&E) services. Operating from its Eastbourne headquarters and supported by over 3,800 m2 (40,000 sq ft) of owned and self-managed secure warehousing, the group coordinates hotel and restaurant refurbishment logistics through three wholly-owned subsidiaries: SER Logistics (removal, storage, and installation), SER Furniture (new and pre-owned furniture supply), and SER Renovations (furniture restoration and painting). The company's technology footprint is limited to generic references to "the latest technology" for operational efficiency, with no proprietary platforms, applications, APIs, or AI systems disclosed.
The business model is project-based professional services plus ancillary hardware sales, delivered via direct enterprise engagement with hotels, restaurant operators, contractors, and interior designers. Pricing is bespoke and quote-driven rather than standardized or publicly disclosed, and marketing relies on the corporate website, customer testimonials, and displayed logos of prestigious hospitality brands (Langham Hotel London, Hilton, Marriott, Taj, Sheraton, Rosewood). Notable engagements include a 109-room refurbishment programme at the Langham Hotel in London, where SER handled removal, refurbishment, storage, and reinstallation across multiple sites and timelines, with willingness to work overnight to meet return dates. The group claims a "global presence" and worldwide reach despite operating from a single UK location, with no disclosed international offices.
Customer concentration is anchored in luxury and premium hotel refurbishment cycles, with the primary customer segment being high-end hotels seeking turn-key FF&E solutions during renovations. Secondary segments include contractors and interior designers who require coordinated logistics partners, and hospitality operators procuring new or pre-owned furniture. No revenue, headcount, funding, ownership, or leadership data is disclosed, and there is no evidence of institutional investors, mergers, acquisitions, regulatory actions, or restructuring activity in the input material.
SER Group firmographics
Firmographics- Name
- SER Group
- Legal name
- SER Group Ltd
- Website
- https://serlogistics.co.uk
- Company type
- Private
- Founded year
- 2014
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- SER Group Ltd is a UK-based, privately held multidisciplinary firm that delivers end-to-end FF&E and OS&E logistics, furniture supply, and renovation services to the hospitality sector through three subsidiaries, operating from owned warehousing in Eastbourne and serving hotels, contractors, and interior designers worldwide.
- Ownership category
- akta.pro rank
Where SER Group is headquartered
LocationHeadquarters
- HQ city
- Eastbourne
- HQ country
- United Kingdom
- HQ region
- Europe
Offices1 record
Markets served
SER Group business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Operations, Infrastructure, Supply Chain, Marketing or Sales
Revenue model
- Hospitality Logistics Services: Logistics services for FF & E and OS & E handling including removal, storage, and installation for the hospitality industry. Revenue generated through project-based service fees.
- Furniture Sales: Sale of new and pre-owned furniture for hospitality and residential use through SER Furniture subsidiary.
- Furniture Renovation Services: Restoration and painting services for furniture through SER Renovations subsidiary.
Go-to-market motion1 record
Distribution channels1 record
Marketing channels4 records
SER Group product offering
Product offeringCore offering
SER Group is a UK-based multidisciplinary firm providing turn-key hospitality services through three subsidiaries: SER Logistics handles FF & E and OS & E removal, storage, and installation; SER Furniture supplies new and pre-owned furniture for hotels and homes; SER Renovations provides furniture restoration and painting services. The group owns and operates 3,800 m² of secure warehouse storage and uses its own personnel to coordinate and execute hotel refurbishment projects worldwide.
Product overview
SER Group is a UK-based multidisciplinary hospitality services company operating three distinct sub-brands under its corporate umbrella. The parent company provides overall project management and coordination services for hospitality industry projects, while its three divisions handle specific service lines: SER Logistics handles removal, storage, and installation of FF & E and OS & E; SER Furniture supplies new and pre-owned furniture; and SER Renovations provides furniture restoration and painting services. The three sub-brands work together to offer turn-key solutions for hotel and restaurant refurbishment projects, with the group owning and operating its own warehousing and personnel.
Differentiator
Problem solved
Functional benefit
Brands
- SER Logistics: Logistical services for the hospitality industry
- SER Furniture
- SER Renovations
Products and services
- SER Logistics Logistics services for the hospitality industry, including removal, storage, and installation of FF & E (Furniture, Fixtures & Equipment) and OS & E (Operations Supplies & Equipment) for hotels and restaurants. SER Logistics uses its own personnel and owned warehouses to deliver these services worldwide.
- SER Furniture Supplier of new and pre-owned furniture for the home and hospitality sector, offering thousands of furniture items available for purchase.
- SER Renovations Furniture restoration and painting services for both residential and commercial clients, enabling furniture to be renewed or customized.
Quantifiable outcome
- Refurbished 109 rooms for Langham Hotel, London
Companies that use SER Group
Customer profileNamed customers8 records
Segments3 records
Ideal customer profiles2 records
SER Group technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
SER Group partnerships and signals
Strategic signalPartnerships
Three partnerships are on record, tiered core.
- SER LogisticscoreSubsidiary company within SER Group providing logistical needs for the hospitality industry. Handles FF & E and OS & E removal, storage, and installation services.
- SER FurniturecoreSubsidiary company within SER Group offering new and pre-owned furniture for the home and hospitality industry. Provides thousands of furniture items available for purchase.
- SER RenovationscoreSubsidiary company within SER Group specializing in furniture restoration and painting services. Complements logistics and furniture offerings.
Scale indicators3 records
Recent moves5 records
Expansion highlights4 records
SER Group competitors and assessment
Company assessmentDirect peers
- HotelSpec: UK-based hospitality procurement and FF&E services company. Comparable to SER Group as a UK-headquartered firm serving the same hospitality sector with end-to-end FF&E/OS&E solutions.
- Benjamin West: Hospitality FF&E procurement and logistics firm serving luxury and full-service hotel chains with end-to-end procurement, warehousing, and installation services. Comparable to SER Group in serving the same hospitality customer base with similar integrated project delivery.
- Parker & Company International: Hospitality procurement and FF&E installation firm serving luxury and full-service hotels. Comparable to SER Group in providing specialised FF&E and OS&E handling for hotel refurbishment projects.
Broad incumbents
- Innvision: Larger hospitality procurement services firm providing broader procurement and supply chain solutions across the hotel industry. Comparable to SER Group in target market but operates at a larger scale with broader service offerings.
Emerging players
- Chrysalis Furniture: UK-based furniture refurbishment and restoration specialist. Comparable to SER Group's SER Renovations subsidiary in providing furniture restoration services, though focused exclusively on the refurbishment vertical.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
SER Group social profiles
Digital presenceSER Group financial estimates
Financial estimateRevenue estimate
Valuation estimate
SER Group leadership team
Management profileNumber of profiles
SER Group subsidiaries and ownership
Company hierarchySubsidiaries3 records
SER Group funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
SER Group M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about SER Group
What does SER Group do?
SER Group is a UK-based multidisciplinary firm providing turn-key hospitality services through three subsidiaries: SER Logistics handles FF & E and OS & E removal, storage, and installation; SER Furniture supplies new and pre-owned furniture for hotels and homes; SER Renovations provides furniture restoration and painting services. The group owns and operates 3,800 m² of secure warehouse storage and uses its own personnel to coordinate and execute hotel refurbishment projects worldwide.
Is SER Group a public or private company?
SER Group is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was SER Group founded?
SER Group was founded in 2014. It employs 11 to 50 people.
Where is SER Group based?
SER Group is headquartered in Eastbourne, United Kingdom, in the Europe region.
How does SER Group make money?
Three revenue lines are on record. Hospitality Logistics Services are the primary driver. The others are furniture Sales and furniture Renovation Services.
Who are SER Group's main competitors?
Direct peers on record are HotelSpec, Benjamin West and Parker & Company International. Innvision is listed as a broad incumbent. Chrysalis Furniture is listed as an emerging player.
Does SER Group have an API?
No public API is recorded for SER Group.