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.
“Native by Numa allows us to unlock the full potential of unique properties in prime European locations, offering guests unforgettable stays and providing our real estate partners with an optimised, high-performing asset class,” added Gaiser.
“We’re responding to a powerful pull from our real estate partners to take this concept global, starting with Europe, and are thrilled to announce that we've already signed our first location in Spain. This is the future of hospitality - tech-enabled, design-forward and deeply human."
NUMA, which operates its own technology platform, currently has a portfolio that includes 10,000 apartment units in open and forthcoming properties across 42 cities in 15 countries.
Olivia Immesi, CEO of Native Places, added: "The launch of Native by Numa across Europe is a testament to the power of combining authentic, high-touch hospitality with smart, scalable technology.
“We have always been dedicated to creating spaces with soul that are rooted in their local neighbourhoods. Now, powered by NUMA’s digital hospitality platform, we can further elevate the guest experience while delivering superior operational efficiency.”