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Agency says new office should be called a boutique, not a branch

An estate agency is opening a large new office in London which it claims will be “very different” to the traditional High Street branch - and should be called “a boutique”.

Fine & Country’s four-storey branch is at Turnham Green in the west of the capital, and will showcase luxury properties from around the globe.

The firm says it is catering to buyers “wishing to purchase upmarket homes both in London and other sought-after destinations around the world.”


Managing director Ben Madden says: “The decor of the branch is very different to that of a traditional estate agency, and we plan to only display the most stunning properties from around the world, offering a quality, customer-centric experience for buyers looking for premium properties.” 

He continues: “We do not see ourselves as a traditional high street agency and do not view our delivery of service in the same way. We prefer the term boutique, in that we are not a mass market product, rather high quality and high touchpoint service provider. 

“We believe that our innovative marketing, both in terms of presentation and exposure, helps to set us apart from the more traditional estate agents.”

The new office will cover seven areas of London - Chiswick, Ealing, Fulham, Hammersmith, Acton, Brentford and Isleworth - as well as international homes. 

“Due to the way our referral system works, we are able to introduce significantly more international buyers to the market. We do also offer excellent local reach, evidenced in selling the most expensive home in Ealing in 2019, to a local resident” Madden adds.

And Daniel Harrington, head of global growth at Fine & Country, says: “The new office in Turnham Green is an amazing addition to the brand’s ever-growing presence in the capital. Not only will the luxury boutique-style office showcase property, but also the brand’s unique approach to marketing and quality customer service.”

  • Richard Copus

    How ridiculous!
    "I say old chap, just wandering down to the Brentford boutique this morning for a glass of champers with those delightful estate agent chappies. Mustn't forget to transfer that £2 million first in case they find me a third home in Cornwall to adorn my portfolio. Ah, what a life!"

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    Boutique: 'a business or establishment that is small and sophisticated or fashionable', is this the look that F&C are looking for?

  • Algarve  Investor

    Using the word boutique is just a chance to charge twice as much for the services you offer, isn't it? :)

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    Boutique - Brentford - hahahaha

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    For a supposed 'luxury' brand they do a lot of door knocking from with that brand in West London. Might work for them but also hasn't looked great in light of current 'non urgent' meeting environment.


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