With the award of the master licence for London (United Kingdom) from 1 January 2025, KENSINGTON has reached another milestone in the company's history. We met with the licensee Luana Provenzano to interview her and learn more about her motivations and visions for the future.
What inspired you to acquire the Master Licence in London?
My family has been in the property business for many years, and I was very lucky to grow up in this exciting environment from a young age. Not only has this made me develop a passion for the real estate sector, but it has also allowed me to understand its dynamics and challenges in depth. I was particularly inspired by the idea of creating something of my own that would not only reflect my professional passion, but also create value in a sustainable way. With the acquisition of the master licence in London, I can do just that, establishing an innovative and exclusive real estate franchise system in one of the most exciting cities in the world.
But you're not alone, are you? How much support do you get from your family? Do you share responsibilities, or will there be roles?
I'm not alone at all! My family and I work together as a strong team and support each other in all areas. Not only are we very close personally, but we also complement each other perfectly in the professional sphere thanks to our different strengths and experiences. If I told you how many times a day I speak to my father on the phone, you wouldn't believe it! Each of us takes on specific responsibilities, from strategic decisions to operational activities. While I focus on expansion and partner acquisition, other family members contribute their expertise in marketing, finance and organisation. This close collaboration gives me confidence that together we can achieve great things.
What does it mean to you personally to be the first partner in the UK?
It is an incredible honour and at the same time a great responsibility to establish the KENSINGTON brand in the UK. As the first partner here, I am motivated to lay the foundations for a solid network and to represent the values that KENSINGTON stands for in a new market. London is a centre of innovation, culture and economy, and I am looking forward to conquering this market, establishing long-term collaborations and closing inspiring deals. For me personally, it means a lot to be part of such an important chapter for the brand and to contribute to creating something great.
What makes London such an interesting place for our network?
London is one of the most dynamic and diverse property markets in the world. The city attracts people from all over the world and offers an impressive variety of properties, from historic houses to modern luxury apartments. This international appeal makes London particularly interesting for buyers and investors looking for unique, high-quality properties. Thanks to KENSINGTON's international network, London is the perfect place to connect buyers and sellers globally and create an exclusive real estate experience. In addition, the rental market in London also represents a very interesting field of business. The high demand for high-quality rental properties opens up additional potential that we will definitely evaluate and take advantage of strategically.
What particular challenges or opportunities do you see in the UK market?
One of the biggest challenges will undoubtedly be collaborating with lawyers and complying with the complex legal conditions of the British property market. The processes can be long, which requires patience and a high degree of professionalism. At the same time, I see an opportunity here to position ourselves as a reliable partner who accompanies buyers and sellers throughout these processes efficiently and smoothly. The demand for high-quality real estate and the strong presence of international investors also creates an ideal basis for successfully establishing the KENSINGTON brand in London.
What is your action plan for the start and what is your vision for the association in London?
Our main objective is to raise awareness of the KENSINGTON brand in London and present its strengths. During the first year we will be fully focused on expansion, which includes acquiring franchise partners, creating our showroom and establishing our brand in the city. My vision is to build a network that impresses not only with its professionalism, but also with the lasting and trusting relationships it establishes with our partners and customers.
How many licences do you plan to grant in total in the Greater London area?
Our long-term goal is to have around 30 franchise partners across London in the next ten years. To achieve this, we are consciously committed to a strategic and sustainable expansion that prioritises quality over quantity. ‘Crawl first, walk later’: this motto, which our CEO/President Sven Binnewies also shares with conviction, describes our approach to growth and success.
Are there any projects, plans for showroom searches or other important steps that you can and want to report on?
Of course! We recently found the perfect location for our showroom in the heart of Kensington. This showroom will not only serve as a central point of contact, but will also be the flagship of our brand in London. At the same time, we are preparing for the London International Franchise Show, which will take place in April. There we will represent KENSINGTON and take the opportunity to convince potential partners of our concept. These are the first exciting steps on our journey to establish the brand in the UK.
Dear Luana, we wish you and your family every success in building up and expanding your licence in London and look forward to many successes together.
