Spaces to Places unveils first London Flex Brand Index

Flexible space marketing and consultancy agency, Spaces to Places, has undertaken rigorous analysis of the London flex office market to understand the role brand plays in success for the first time.

Published on Monday (23 September), its inaugural report assesses 686 flex locations operated by 60 distinct brands across 22.5 million sq ft and reveals the top 10 providers.

Designed to help companies benchmark their brands in a crowded market and offer actionable insights, the report unveiled the top 10 performers:

The report maps all providers and classifies into four categories:

1. Determined Dominators: brands with a high index score and an extensive presence
2. Energetic Innovators: brands with a high index score but a lesser presence
3. Established Providers: brands with a sizable presence in London but comparatively low index scores
4. Emerging Players: brands with less than 11 locations and a low index score but potential for growth

The comprehensive study also defines the top five online authority leaders, brand keyword dominance and google reviews of brands. The role of amenity and social responsibility in the strength of brand and the number of reviews and ratings online are also presented in the report.

Rise of the ‘brandlord’

The analysis of 60 London brands highlights the rise of ‘brandlord’. These landlords, most of whom have emerged in the last six years, are responding to market demands by offering pre-fitted flexible spaces with shorter lease terms, a departure from their traditional lease office models. This shift reflects the increasing need for adaptable workspace solutions. Some forward-thinking landlords have gone a step further, establishing their own distinct flex space brands, such as MYO, Storey, and GPE. These brandlord offerings are predominantly located in key areas, particularly within the City, West End.

Zoe Ellis-Moore, Founder of Spaces to Places commented: “Our Brand Index provides unparalleled, data-driven insights into London’s ever-evolving flexible workspace market. In an era of destination workplaces, we’ve moved beyond soulless and faceless offices. Today, brand strength and direct connections with end-users are paramount, as Google’s evolving algorithms favour providers with credibility over aggregators and brokers.”

The report can be accessed through the Spaces to Places website: https://spacestoplaces.co.uk/london/