Lawrance’s £3.2m touch of luxury for city

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LUXURY serviced apartment group The Lawrance is to open its first venue in York in a £3.2m investment in the city.

The Harrogate-based company said the 14 one, two and three bedroom apartments will be situated on a 10,000 sq ft site at 74 Micklegate in the city centre, formerly a large antiques centre.

The new venture, which opens in October, will create six full and part-time jobs in the city and marks the group’s first step in taking the accommodation concept to other Yorkshire locations.

The group, which rents luxury concierge apartments for short or long term stays, already operates in Harrogate where it has 19 apartments at three town centre addresses.

Director Simon Bullock said: “This is a big step forward for The Lawrance and it takes us to over 50 beds and gives us scale and a new footprint outside Harrogate for the first time.

“We have carefully built a great reputation for high quality bespoke designed serviced apartments with the benefits of concierge service in Harrogate and we know that York has the right mix of business and discerning leisure travellers to ensure our offering thrives in the city.”

The site will include the 14 apartments, a new coffee shop on Micklegate, a reception building, courtyard and parking, and will provide 20 extra bedrooms to boost to the city’s hotel stock.

Director Tony Booth said: “We offer luxury boutique hotel quality, but without the usual high rates of an equivalent hotel.

“Our typical customers include single business travellers, people attending events and occasions locally, as well as families and tourists who want a little more space than hotels offer.

“As a privately run family business, we have a unique model that allows us to put a great deal of investment into every property.”

The modern apartments will feature real wood floors, the latest HD televisions, free Wi-Fi and quality bathroom and kitchen fixtures and fittings.

“All our apartments are furnished with attention to detail and the standard of fittings you normally associate with luxury private homes,” said Mr Booth.

“The unusually high quality of every detail is a cornerstone of the brand, ensuring guests have a memorable stay and become very loyal envoys for our service.”

Recruitment is underway for staff at the York venue.

The firm has developed the brand with significant private investment in freehold premises.

It offers lower rates than hotels as serviced accommodation operators have lower overheads.