Prima Asset Management and Schwartz Family Company Team Up for London Hotel Expansion

Singapore’s real estate firm, Prima Asset Management, has joined forces with Australia’s Schwartz Family Company in a strategic move to speed up its real estate growth in Europe’s prime hotel investment hub, London. This partnership will see Schwartz Family Company investing in Prima’s London Paddington hotel redevelopment project, and likely future endeavors.

This alliance marks a critical stage in Prima’s UK expansion plans, which are further strengthened by Schwartz Family Company’s vast portfolio of 15 hotels and over 4,300 rooms throughout Australia.

Dr. Jerry Schwartz, Director of Schwartz Family Company, who has a long history of working with the Prima team, expressed his connection to the investment. He also noted his alignment with Prima’s vision for the project and future opportunities, which match his passion for creating sustainable, modern hospitality spaces.

Prima’s CEO and Co-Founder, Ben Hall, highlighted the company’s strategic focus on value-added opportunities in Central London, which is already yielding positive results. Prima’s partnership with Schwartz Family Company, alongside its in-house expertise, positions it to deliver sustainable long-term returns through its regulated VCC Fund, managed by First Degree Global Asset Management.

Michael Van den Brande, Senior Investment Manager at Prima, expects the company to continue capitalizing on opportunities in Europe’s leading hotel market. With London recording €2.6 billion in hotel transactions in H1 2024, a 215% increase from H1 2023, Prima plans to close another hotel acquisition by Q1 2025.

As Prima expands in the UK, its investment strategy will focus on acquiring and transforming Central London hotels. Aurum Gravis is committed to supporting Prima’s hotel expansion and its targeted opportunities in the Purpose-Built Student Accommodation (PBSA) and Co-Living sectors across the UK, alongside Baksh Capital.