Conran-designed aparthotel brand refocuses to support UK and Europe expansion drive

A boutique aparthotel brand has revived its image as it sets out an expansion plan across the UK and Europe.

Go Native, which has a strong presence in London with 14 properties, has now rebranded as Native and began rolling out a refurbishment programme across its 1,000 apartment portfolio.

Seventy percent owned by Ares Management, the four-star Native brand has partnerships with Conran and David Archer Architects and has a strong development pipeline to achieve by the end of 2019.

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Current and planned assets range from new-build developments and renovated period warehouses through to converted offices, with sites across the UK including London, Manchester and Glasgow.

Native is bidding to operate in excess of 2000 units by the end of 2019, with future target cities including Brighton, Reading, Manchester, York, Dublin, Paris and Amsterdam.

Guy Nixon, Founder & CEO of Native, said: “With the refurbishment of our portfolio almost completed and a strong pipeline of new openings ahead, the time is right to relaunch with a strong new brand that reflects the high quality design led nature of our growing portfolio.

The new brand communicates our commitment to providing our guests with an experience that is grounded in the rich history of each of our assets, the cultural backdrop of the areas in which they’re located and supported by industry leading customer service.”

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