NUMA Group launches ‘multi-brand’ strategy for European expansion
German hospitality company NUMA Group has launched a new “multi-brand” strategy, which includes renaming serviced apartments specialist Native Places as Native by Numa.
Berlin-based NUMA, which acquired Native Places in 2024, said Native by Numa would be its “premium brand” and will operate alongside its established NUMA portfolio of tech-orientated hotels and serviced apartment properties.
NUMA Group said the new brand strategy was designed to “accelerate its pan-European expansion” following the integration of UK-based Native Places into the company.
Native by Numa currently offers aparthotels and apartments in the UK cities of London, Manchester and Glasgow, with plans to add locations in Brighton and Edinburgh.
NUMA now wants the brand to expand into several key European cities, with “strategic targets” such as Rome, Paris, Zurich, Nice, Naples, Dublin, Athens and Vienna.
Christian Gaiser, CEO of NUMA Group, said the creation of Native by Numa “marks a pivotal moment” for the company.
By Rob Gill