Homes surrounding some of London's most iconic 'brandmarks' commanding price premiums of 142%

From luxury hotels to high-end designer shops, London has more than its fair share of 'brandmarks'. The latest research from Benham and Reeves looks at how this next level of the Waitrose effect is impacting local house prices.

Related topics:  Property,  London,  house prices,  premium
Property | Reporter
19th May 2023
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"Central London has one of the most desirable property markets in the world. It is steeped in such historical and cultural significance that its architecture has become globally iconic"

Homes surrounding some of London's best-known brandmarks currently command a price premium of 142% over each of their respective borough-wide averages, according to newly released market analysis from Benham and Reeves.

The London lettings and estate agent looked at the price per square foot for property in the postcode areas that are home to 15 of London’s most famous brandmarks to calculate what price premium they command compared to wider average prices across their respective boroughs.

Across 15 of London’s most well-known brandmarks, the average property price per square foot is £1,583. This is £929 more than the average price across the various wider boroughs which means the London brandmark price premium is 142%.

Iconic Quaglino's restaurant is located in the SW1Y postcode district within which the average price of property is £2,581 per square foot.

This is £1,363 more expensive than prices in the wider Westminster borough, giving Quaglino’s a brandmark premium of 111.9%.

London is famed for its luxury hotels, and three of them - Claridge's, The Dorchester, and The Connaught - are all found in Westminster’s W1K postcode district.

Here, the average price of property is £2,407 per square foot compared to a wider Westminster borough average of £1,218. This gives all three hotels an impressive brandmark premium of £1,189, or 97.6%.

The Ned Hotel and member’s club is located in the City of London’s EC2 district. Here, property costs £1,412 per square foot which is £605 more expensive than the wider borough average, giving this particular swanky joint a price premium of 75%.

Despite the terrible reviews for the famed chef’s London restaurant, Nusr-et Steakhouse in Westminster’s SW1X still benefits from an impressive property price premium of 72.2% thanks to its desirable location.

Elsewhere, other London brandmarks to boast significant price premiums include Harrods (56.4%), Liberty (46%), Sky Garden (27.3%), White’s (25.4%), and The Shard (16.4%).

Director of Benham and Reeves, Marc von Grundherr, commented:

“Central London has one of the most desirable property markets in the world. It is steeped in such historical and cultural significance that its architecture has become globally iconic.

"That’s why luxury brands are clamouring to position themselves in this part of town. By placing luxury branding on buildings of incredible majesty, tourists and locals alike cannot help but look up in awe, or snap photos for the memory box.

"But it’s not always the case that these brands have searched out London’s most expensive postcode districts to set up shop. In some cases, the postcodes have become valuable in part because they’re home to such iconic brands.”

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