The holiday rentals group, which also owns cottages.com and recently relaunched the James Villas brand, said the outlet would be the first time its offering will be available locally, providing its homeowners support with bookings, guest communications and property care. It will also sell breaks.
It the second time in the space of a year that a major name in travel has brought one of its brands to the high street, repurposing a physical retail location as a space to promote and service these brands.
Last year, Celestyal Travel opened its first UK experiential store in Guildford; the hybrid shop serves as both a retail location, as well as a space for training and also as a call centre operation.
Similar, the James Collection store aims to go beyond a traditional storefront, with Awaze positioning the launch as a hub for owners seeking expert support and guests looking for more personalised, experience-led UK breaks.
The town’s hospitality scene, independent shops and coastal character were key drivers for Awaze's decision (Credit: Awaze)
It said Southwold was chosen due to its strong appeal among guests seeking high-quality seaside breaks, with Awaze pointing to the town’s hospitality scene, independent shops and coastal character as key drivers.
The company already has a substantial footprint across East Anglia, with more than 3,400 properties across Suffolk and Norfolk and almost 400 homes in Suffolk and South Norfolk operating under the cottages.com brand.
Awaze said the initiative would also help drive spending into the wider visitor economy – encouraging guests to explore the area beyond their accommodation – while also strengthening relationships with premium owners and attracting more high-quality properties into its portfolio.
Simon Altham, Chief Commercial Officer at Awaze, said: "By bringing our managed service to Southwold for the first time, we’re able to offer owners more hands-on local support and provide a more bespoke service before, during and after each guest stay."
