/ Sep 11, 2026

Numa Group will open a 29-room property in central London next month.
The development, named Native by Numa Fitzrovia, is located in a former convent on Margaret Street. The building features double rooms, studios, and one- and two-bedroom apartments fitted with kitchenettes.
The opening expands Numa’s existing UK portfolio, following previous developments across central London. The site will run on a digital operating model featuring self-check-in and contactless access.
Philip Lassman, managing director of Numa Group UK and Ireland, said: “Native by Numa Fitzrovia is a wonderful example of how we bring together the character of historic buildings with the flexibility and convenience today’s travellers are looking for.
“Fitzrovia has always had a creative and independent spirit, and we wanted to create a property that feels connected to that. The careful restoration of the former convent, alongside the thoughtful design approach, has created something truly unique within our London portfolio.”
News Analysis
The route to Fitzrovia began with the acquisition rather than the new brand. Numa bought Native Places in 2024, then in September 2025 signed the Margaret Street conversion, a listed former convent in the West End. The scheme’s 30 units made it a compact heritage redevelopment. The signing put Numa’s digital platform inside a listed conversion under the Native serviced-apartment brand.
The brand arrived after the property. The following month, Numa said it had launched Native by Numa for European expansion, describing a premium format for larger central properties. Its stated lower threshold was 80 units; Margaret Street has 30. Fitzrovia therefore tests whether the premium label can absorb smaller heritage buildings rather than merely supply a repeatable format for the larger assets Numa was offering to investors.
Responsibility changed hands before that test reached opening. In February 2026, Numa appointed Philip Lassman to run the UK and Ireland after Olivia Immesi had led the Native integration, portfolio rebranding and formation of the UK strategy. That left Lassman executing a strategy formed by his predecessor. At his appointment, Numa’s programme paired Fitzrovia with Fulham Broadway, two Edinburgh openings and a planned refurbishment of Native by Numa Hyde Park.
Numa Group will open a 29-room property in central London next month.
The development, named Native by Numa Fitzrovia, is located in a former convent on Margaret Street. The building features double rooms, studios, and one- and two-bedroom apartments fitted with kitchenettes.
The opening expands Numa’s existing UK portfolio, following previous developments across central London. The site will run on a digital operating model featuring self-check-in and contactless access.
Philip Lassman, managing director of Numa Group UK and Ireland, said: “Native by Numa Fitzrovia is a wonderful example of how we bring together the character of historic buildings with the flexibility and convenience today’s travellers are looking for.
“Fitzrovia has always had a creative and independent spirit, and we wanted to create a property that feels connected to that. The careful restoration of the former convent, alongside the thoughtful design approach, has created something truly unique within our London portfolio.”
News Analysis
The route to Fitzrovia began with the acquisition rather than the new brand. Numa bought Native Places in 2024, then in September 2025 signed the Margaret Street conversion, a listed former convent in the West End. The scheme’s 30 units made it a compact heritage redevelopment. The signing put Numa’s digital platform inside a listed conversion under the Native serviced-apartment brand.
The brand arrived after the property. The following month, Numa said it had launched Native by Numa for European expansion, describing a premium format for larger central properties. Its stated lower threshold was 80 units; Margaret Street has 30. Fitzrovia therefore tests whether the premium label can absorb smaller heritage buildings rather than merely supply a repeatable format for the larger assets Numa was offering to investors.
Responsibility changed hands before that test reached opening. In February 2026, Numa appointed Philip Lassman to run the UK and Ireland after Olivia Immesi had led the Native integration, portfolio rebranding and formation of the UK strategy. That left Lassman executing a strategy formed by his predecessor. At his appointment, Numa’s programme paired Fitzrovia with Fulham Broadway, two Edinburgh openings and a planned refurbishment of Native by Numa Hyde Park.
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It is a long established fact that a reader will be distracted by the readable content of a page when looking at its layout. The point of using Lorem Ipsum is that it has a more-or-less normal distribution of letters, as opposed to using ‘Content here, content here’, making it look like readable English. Many desktop publishing packages and web page editors now use Lorem Ipsum as their default model text, and a search for ‘lorem ipsum’ will uncover many web sites still in their infancy.
The point of using Lorem Ipsum is that it has a more-or-less normal distribution of letters, as opposed to using ‘Content here, content here’, making

The point of using Lorem Ipsum is that it has a more-or-less normal distribution of letters, as opposed to using ‘Content here, content here’, making it look like readable English. Many desktop publishing packages and web page editors now use Lorem Ipsum as their default model text, and a search for ‘lorem ipsum’ will uncover many web sites still in their infancy.

It is a long established fact that a reader will be distracted by the readable content of a page when looking at its layout. The point of using Lorem Ipsum is that it has a more-or-less normal distribution
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