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Lamington Group has rebranded its hometel portfolio from room2 to Second Nature as part of its next phase of growth.
The identity change has been rolled out across the company’s existing sites in Chiswick, Southampton and Belfast. Future openings in York, Cambridge, Leeds and Shepherd’s Bush will also launch under the Second Nature brand.
The hospitality firm operates more than 330 rooms and has a development pipeline of approximately 2,200 rooms. The company plans to expand through a combination of new developments, leases and hotel management agreements.
Robert Godwin, chief executive of Lamington Group, said: “When we launched room2, we weren’t trying to build a brand. We were trying to prove there was a better way to stay.”
“The room2 name belonged to the business we started. Second Nature reflects the business we’ve become. We’ve always believed that doing the right thing should also be the commercially smart thing.”
Lamington Group has rebranded its hometel portfolio from room2 to Second Nature as part of its next phase of growth.
The identity change has been rolled out across the company’s existing sites in Chiswick, Southampton and Belfast. Future openings in York, Cambridge, Leeds and Shepherd’s Bush will also launch under the Second Nature brand.
The hospitality firm operates more than 330 rooms and has a development pipeline of approximately 2,200 rooms. The company plans to expand through a combination of new developments, leases and hotel management agreements.
Robert Godwin, chief executive of Lamington Group, said: “When we launched room2, we weren’t trying to build a brand. We were trying to prove there was a better way to stay.”
“The room2 name belonged to the business we started. Second Nature reflects the business we’ve become. We’ve always believed that doing the right thing should also be the commercially smart thing.”
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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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