Paul Brackley, Founder & CEO of Kinsfolk & Co

Posted in People on 16 April, 2025

In just two years, Paul Brackley has built both a brand and a hotel. As Kinsfolk & Co prepares for the summer opening of its debut London property, The Newman, he shares the values, ethos, and vision behind both ventures.

Growing up by the sea in Sheringham, North Norfolk, Paul Brackley’s passion for hospitality was inspired by his father’s stories of a bygone era of gracious living. Studying Hotel Management at Westminster College and Oxford Polytechnic, he honed his skills in management training at the Savoy Group before going on to complete the General Managers’ Programme at Cornell University. From his first role in a family-run Italian restaurant to leading London’s Shangri-La at The Shard, Brackley’s career has been defined by excellence.

In 2023, he founded the hospitality management company Kinsfolk & Co., handpicking a like-minded team of some of the industry’s finest talents to reimagine hospitality management. Combining strategic expertise with the heart and soul of genuine hospitality, The Newman hotel is designed to blend seamlessly with its Fitzrovian neighbours.

Gambit Bar in The Newman, London, UK. Images courtesy of Kinsfolk & Co

Launching a new brand in such a competitive market is no small feat. In your view, what are the biggest challenges facing the hospitality industry today?
We believe the biggest challenges in hospitality today are talent attraction and retention, evolving guest preferences, and brand differentiation – especially in London’s saturated market.

This is why we are committed to building a people-first business and have developed the REAL People™ initiative, fostering a Responsible, Energised, Authentic, and Local workforce. Evolving guest preferences is all about personalising the experience and being ahead of the curve; the Newman Hotel as an example has put focus on wellness and seamless technology integration. Brand differentiation is no easy feat, but we’d like to stand out through authenticity, local connections, and sustainability. We’re driven by a deep understanding of our guests’ and colleagues’ aspirations, collaborating to meet their ambitions while delivering sustainable returns for people, place, and investors.

Could you share the ambition behind Kinsfolk & Co and what gap in the market are you aiming to fill?
Our ambition is to redefine hospitality management by blending commercial acumen with the emotional essence of hospitality. We cater to investors and entrepreneurs seeking a more personalised, curated approach to asset management – one that goes beyond traditional models to drive sustainable, long-term profitability. Through collective and collaborative energy, we deliver long-term, sustainable returns for all our partners, guests and the communities we serve.

Brasserie Adeline in The Newman

The word Kinsfolk evokes a sense of family and connection, and you’ve often emphasized kindness and thoughtfulness in describing your new venture. With your extensive industry experience, do you feel these qualities are sometimes overlooked in hospitality?
The name ‘Kinsfolk’ reflects our belief that genuine connection, warmth, and belonging are at the heart of hospitality. In an industry often focused on speed and profit, the human element can sometimes be overlooked – but ultimately, guests remember how they were made to feel.

Having seen that people-first businesses achieve lasting success, we are embedding kindness and thoughtfulness into everything we do, from staff training to sourcing and guest experience. Hospitality should be personal, not transactional, and we bring these values to life every day for both guests and our team.

Your services range from project management to operational support and strategic guidance. Can you share a recent example of a project where your expertise made a significant impact?
A key project was shaping the vision and positioning for The Newman. Through our technical services agreement, we developed brand and operator design guidelines, minimum requirements, and a hotel proforma. This process included crafting the interior design brief and masterplan, ensuring the right balance of accommodation, dining and wellness spaces.

By taking a strategic, design-led approach, we’ve created a hotel that not only aligns with the spirit of Fitzrovia but also resonates with the wider London community and international travellers. We’re confident The Newman will offer an experience-driven destination that feels both local and globally relevant.

Guest Room at The Newman

How does The Newman embody Kinsfolk & Co’s vision for experience-led hospitality while staying true to Fitzrovia’s heritage and creative spirit?
Launching Kinsfolk & Co has been a long-held ambition, and The Newman is a natural expression of our vision for experience-led hospitality. Rooted in understated luxury, it reflects Fitzrovia’s creative energy, rich history, and architecture, blending seamlessly into its surroundings. The design respects the area’s character, balancing heritage with contemporary refinement. More than just a hotel, The Newman is deeply connected to the neighbourhood, collaborating with local artists and curating authentic experiences. It embodies our commitment to design, sustainability, and a genuine sense of place, ensuring every guest feels a meaningful connection to Fitzrovia.

As a newbuild, there are more opportunities to integrate sustainable practices. How has sustainability shaped your approach, and can you share specific examples of eco-conscious choices in your design and operations?
Sustainability is at the core of Kinsfolk & Co, guided by eight key practices – four of which are focused on the planet: Energy Smart, Waste Aware, Food Focus, and Supplier Scrutiny.

As a new build, The Newman integrates eco-conscious solutions from the ground up. For example, we’ve installed 40 water meters for real-time monitoring, used advanced C.U.in Glass for energy-efficient insulation, and implemented a cutting-edge Building Management System to optimise resource use. Beyond energy and water, we prioritise waste reduction, responsible sourcing, and sustainable food practices. By embedding sustainability into every aspect of The Newman, we’re setting a new benchmark for responsible hospitality in Fitzrovia – an ongoing journey we continue to refine with every project we undertake.

Fitzrovia is often described as a village within the city. Did this influence your decision to establish your flagship hotel here?
Fitzrovia’s intimate yet dynamic character made it the perfect home for our flagship hotel. Its unique blend of creativity, heritage, and community aligns with our vision for thoughtful, connected hospitality. The neighbourhood’s independent spirit – from design studios and galleries to historic townhouses and vibrant dining – greatly influenced the design and ethos of The Newman. We’ve ensured it feels like part of Fitzrovia, from its architecture to partnerships with local artisans and suppliers.

On a personal level, I have deep family ties to the area. Both my parents and grandparents were married at All Saints Margaret Street Church, and my two sisters studied at the former Middlesex Hospital. The Newman, in many ways, embodies our commitment to hospitality that is deeply rooted in place and community.

Room details at The Newman

The hospitality industry has faced well-documented staffing challenges in recent years. If talent acquisition is still an issue, how do you ensure that new team members will share your passion for hospitality?
Talent acquisition and retention remain a key challenge in hospitality, and we understand that finding the right people goes beyond just hiring – it’s about building a team that truly cares. With our REAL People™ initiative, we ensure every new team member embodies our core values: Responsible, Energised, Authentic, and Local.

We prioritise individuals who take ownership, demonstrate accountability, and strive for excellence. We recognise that hospitality thrives on positive energy and a proactive mindset, fostering engaging guest experiences. We value team members who bring their authentic selves to work, creating genuine connections with guests and colleagues.

Our commitment to diversity, inclusivity, and community ensures our teams reflect a broad spectrum of backgrounds and proudly represent the spirit of every place we operate. Through this approach, we cultivate a passionate, engaged team aligned with our purpose, supported by training, growth, and a strong, positive workplace culture.

Lind + Almond is the design studio behind The Newman. How closely have you been involved in the design process, and what was the original vision or brief for the hotel’s aesthetic?
We shortlisted Lind + Almond for The Newman project in Autumn 2022, as they demonstrated a deep understanding of our brand mission of “searching & revealing Fitzrovia.” The original vision focused on exploring Fitzrovia’s history, personality, and architecture through the lens of interior design. Fitzrovia, a unique blend of residential and commercial spaces, holds hidden stories and eccentricities, which Pernille (Lind) and Richy (Almond) immediately recognised and integrated into The Newman’s design narrative. We’ve been working closely together ever since.

Regarding future hotels, we see each project as an opportunity to create its own unique identity while staying true to our core values. While future hotels may share some design principles, each will be thoughtfully tailored to reflect the spirit and character of its location, much like The Newman reflects the essence of Fitzrovia.

Looking ahead, what are your long-term goals for Kinsfolk & Co, and how do you see the business evolving over the next few years?
Our five-year plan is to operate five hotels with three London properties confirmed in the pipeline – on Great George Street (Westminster), Victoria Street (SW1), and of course, The Newman. We’re also expanding in the food and drink space, with a restaurant opening on Charlotte Street, Fitzrovia, within the next two years.

In the medium term, we’re actively exploring opportunities in the Mediterranean, Switzerland, and New York, while continuing to grow our UK pipeline. This growth aligns with our vision to build a collection of distinctive properties that embody our commitment to place, community, and experience-driven hospitality.

And on a rare day off…?
On a rare day off, I unwind by taking my fox red lab, Brackles, for a walk along the River Thames. I also love supporting my daughter’s sporting endeavours – whether it’s cheering from the sidelines or offering advice. It’s a great way to switch off, reconnect with family, and enjoy some fresh air.