Beyond ramps up expansion with three new central London sites

Beyond Apartments, Museum House

The fast-expanding firm, backed by real estate investment manager Vengrove, has taken on Museum House, a ten-apartment site in Bloomsbury; Back Hill, a six-apartment site in Clerkenwell; and a six-apartment site in Great Portland Street, Fitzrovia – Beyond’s second site on the road.

The firm, which has further sites under contract in the West End and City of London and is finalising operational agreements for multiple aparthotel sites across the UK, is set to open an eighth site in Harrogate later this year.

Beyond was founded by James Fry, previously founder of Base Aparthotels in Switzerland.

Fry said: “We built Beyond to answer a question that the hospitality sector has been slow to address: how do you create a genuinely sustainable and healthy guest experience that also makes commercial sense for operators and owners?

“The answer will not be found in corporate jargon or a piece of paper stuck to the wall, but in offering accommodation solutions that resonate with the growing cohort of guests who share these values.”

The brand operates with zero synthetic chemicals, across both materials and cleaning, while targeting zero waste to landfill and using low-carbon materials aiming to deliver a ‘sustainable wellness’ experience.

Fry added: “Wellbeing is not going anywhere, despite some of the corporate reversals we have seen around DEI [diversity, equity and inclusion].

“In aparthotels, particularly with corporate relocations from fast-growing tech and biotech companies with younger workforces, we can offer an alternative to the standard with healthy, highly sustainable buildings for teams to stay and live in.”

Beyond, which operates under hotel management agreements as well as direct leases, is looking to further ramp up its expansion by working with private landlords and family offices to open new sites.