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UK: Investment, development, and operating platform Lamington Group has launched Second Nature, the new brand for its room2 portfolio.
From today, the company’s properties in Chiswick, Southampton and Belfast have transitioned from room2 to Second Nature, with all guest-facing touch points including signage, uniforms, in-room collateral and digital channels, adopting the new identity.
Future openings including York (May 2027), together with developments in Cambridge, Leeds, and Shepherd’s Bush, will all launch under the Second Nature brand.
Robert Godwin, CEO of Lamington Group, said: “When we launched room2, we weren’t trying to build a brand. We were trying to prove there was a better way to stay. We believed people shouldn’t have to choose between an apartment and a hotel, so we created the ‘hometel’ and spent the next decade building, operating and refining it ourselves.
“Over that time, our understanding of what great hospitality can be has evolved enormously. The room2 name belonged to the business we started. Second Nature reflects the business we’ve become.”
Lamington is focused on expanding through a combination of new developments, leases and hotel management agreements.
Today, the group operates more than 330 keys with a confirmed pipeline of approximately 2,200 keys. Its long-term target is to reach a 5,000-key pipeline.
Highlights:
- Lamington Group has launched Second Nature as the new brand for its room2 aparthotel portfolio, rebranding guest-facing operations across properties in Chiswick, Southampton and Belfast.
- Second Nature will debut all future Lamington Group developments, including the York opening scheduled for May 2027 alongside planned aparthotel projects in Cambridge, Leeds and Shepherd’s Bush.
- Lamington Group operates more than 330 aparthotel keys with a confirmed development pipeline of approximately 2,200 keys, targeting long-term expansion to a 5,000-key pipeline through developments, leases and hotel management agreements.
