Leading Real Estate Operating Platform Hmlet Announces New Concept, Hmlet Nest

Hmlet announces the launch of Hmlet Nest, a turnkey, private housing solution aimed at local and expat young couples and families. The real estate hospitality operator aims to address the growing market demand through its new concept and property at Hmlet Hamilton in Singapore.

Hmlet Nest was conceptualised to cater to the changing needs of its members as they mature and move into the next phase of their life. The new concept is pet-friendly, targeting local or expat singles, couples and families who seek privacy and space for a WFH environment, while also continuing to provide a hassle-free housing solution that offers the same flexibility, convenience and community that Hmlet is known for. Additionally, members can also look forward to curated events and activities tailored to their lifestyle.

Beyond the usual access to the Hmlet App to chat with the member experience team, request services like cleaning and laundry-on-demand, or pay their rent, members will also have the flexibility to curate their apartment’s design. This means they are able to choose a furnished or unfurnished unit – at a cheaper price – based on their current needs. Members can also choose to curate their unit with Hmlet’s interior design team, which is a service also available to the general public, for both residential and commercial projects.

Hmlet Nest will launch across eight conservation shophouses at Hamilton Road in mid-September and progressively be developed into other buildings fully operated by Hmlet. Located within walking distance to Bendemeer and Lavender MRT stations on the Downtown and East-West Line respectively, Hamilton Road is named after a British general and has a rich history with the Art Deco styled shophouses tracing back to the 1900s.

The shophouses have been completely refurbished and comprises 68 rooms of 2-bedroom private units and 3- or 4-bedroom co-living units, with communal areas that include a 5,000 sq ft rooftop suitable for community activities. Room prices are based on location and size ranges from $1,350 for a room in a co-living unit, to $3,400 for a 2-bedroom private unit.

“With a brand new strategy in place to fit constantly evolving needs and lifestyle, Hmlet aims to stand by our promise of hassle-free living and add value to our consumers. Given the change in the real estate landscape, Hmlet Nest is set to target a growing market with specific needs that is otherwise lumped with other renters. Personally, I’m excited to see this develop further into our other buildings,” said Peter Kennedy, interim CEO, Hmlet.

Additionally, with the Hong Kong hospitality industry facing more than 99% decrease in tourist arrivals compared with pre-pandemic levels, Hmlet has formed partnerships with luxury hotels to tap into underutilized hotel rooms. Hotels can leverage Hmlet’s brand reach and awareness in the long-term stay segment. In particular, Hotel ICON, a five star hotel with stunning views of the Victoria harbour, has listed their rooms on Hmlet’s website and media channels to gain access to a different segment of consumers.

“We’re looking forward to more partnerships with outstanding hotels across the region especially as these hotels consistently chart high ratings and deliver outstanding hospitality experiences to their customers. This partnership further allows us to diversify income streams, exchange knowledge while also getting a head start when entering a new segment,” said Dominik Wiesent, Managing Director, Hmlet Hong Kong

As part of this new business direction, Hmlet is focused on evolving its business to provide solutions in the real estate market aimed at the changing demand and lifestyle of consumers. Responding to the changing industry dynamics and a deeper understanding of customers, the company is consciously scaling to reach 1,500 rooms by early next year across its three different markets – Singapore, Hong Kong and Japan.

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