Harrods Estates’ new office, situated on Kensington Church Street, is part of the company’s expansion plans for the growth of the real estate arm of the famous Harrods department store.

By Denise Marray
Gulf Times Correspondent
London


The leading prime central London estate agent, Harrods Estates, has launched its new office in Kensington. With offices currently in Knightsbridge, Mayfair and Chelsea, the new office, situated on Kensington Church Street, is part of the company’s expansion plans for the growth of the real estate arm of the famous Harrods department store.
The launch party, held in the new outlet on last Thursday, was packed with well-heeled guests including Harrods Ambassador Raine Spencer, Countess Spencer (daughter of novelist Barbara Cartland and stepmother to Princess Diana) who travels the globe to promote the famous store.
Harrods Managing Director, Michael Ward, spoke to Gulf Times about the business rationale for opening the Kensington office. “This is one of our biggest catchment areas for the customers of our store; they love and they trust Harrods, so we believe that in putting our estate agency here we will do some fantastic business.”
Several leading estate agents, including Knight Frank, Savills and Chestertons, are close neighbours, and he intends to give them a run for their money. He sees the cluster of agents as being one of the key attractions of the location.
“When people are looking for houses they tend to breeze between one shop and another; so having several together means it acts as a greater attraction for that customer and we are more likely to sell the property,” he said.
The international customer profile of Harrods is also a plus, he observed: “One of the reasons we will have an advantage over the competition is that we attract the overseas customer.
So all of the people who are currently looking to put their houses up for sale know that they not only get the local market but the international visitor who comes to Harrods.”
Shirley Humphrey, Director at Harrods Estates, commented: “We have sold property in Kensington for over 20 years so this is the perfect opportunity for those interested in buying, selling or letting in the area, to pop in and speak to the experienced friendly team.”
She added: “This new office opening forms an integral part of the Harrods Estates expansion plan to open further offices in prime London locations over the next five years.”
Harrods Estates has developed strong brand awareness in key international markets, predominately Russia, the Middle East and Asia, with the result that international clients now account for 89% of sales and lettings. In addition to the experienced professionals on the Russian and Middle Eastern desks, Harrods Estates is able to call upon the skills of the interpreters from all over the world who are on hand in Harrods.
The office will have a team of eight and will be headed up by Nicholas Shaw, who has worked for Harrods Estates since 2010 and has a thorough knowledge of the Kensington area, both professionally and as a local resident.
Shaw commented: “I envisage our customers being a real mix of overseas buyers and local residents. I understand that Knight Frank sells 50/50 so we would be looking potentially at that sort of ratio, but obviously as an agency we have strong relations with overseas buyers so we are hoping to bring more international buyers into the area.”
The 1,272 sq ft office will incorporate sales, letting and acquisition of Kensington’s finest properties, along with asset management, property management and new development services.
Jim Moffatt, Managing Director of Pirton (Developments), the owner of the freehold of the building, said he is very pleased to see Harrods in Kensington.
“We had several offers from estate agents, but we wanted Harrods because of their brand and also because of the way they do their business. They are a top estate agent,” he said.
The Harrods brand certainly made an impact on the area at the launch with guests being transported around the leafy Kensington streets in a horse drawn carriage in the distinctive green and gold signature colours of the famous store.