Leading independent prime London estate agency Fraser & Co has been acquired by Dexters, it has been revealed.

The deal, which has recently completed, was advised by Lee James Pendleton (main image, left) who supported Fraser & Co founder Robert Fraser (right) through the sale process. Pendleton recently founded boutique property advisory and M&A consultancy Pendleton London with Chief Executive Lucy Hoad.

Fraser & Co operates across London with branches in Paddington – its head office – plus Chiswick, Colindale and Shoreditch, alongside dedicated new homes and property management divisions. The business also has an international presence through its Hong Kong office.

Founded by Robert Fraser in 1995 from his home in NW London, Fraser & Co has grown into a recognised London agency brand with some 60 staff. Prior to launching the company, Robert had built his career in the St John’s Wood and central London prime markets.

Pendleton London was founded following the successful sale of the James Pendleton estate agency business, which Lee Pendleton had co-built and scaled over many years.

His new boutique practice advises founder-led property businesses on succession planning, strategic exits, confidential buyer engagement, value-led deal preparation, and the journey of bringing a business to market.

The company works with agency owners and property entrepreneurs before they formally approach the market, helping them understand the transaction process, prepare their business for buyer scrutiny, identify value drivers, address potential issues, and position the company correctly before any confidential conversations are opened with acquirers.

Lee Pendleton says the Fraser & Co transaction reflects Pendleton London’s specialist focus on supporting business owners through highly sensitive, founder-led sale processes.

“Pendleton London was created to support founders before, during and throughout the transaction journey,” he says.

“Many agency owners only think about advice once they are already in conversations with buyers.

“In reality, preparation starts much earlier. Understanding the market, the likely buyer pool, the operational detail, the value drivers and the potential pressure points before launching the business to market can make a significant difference to the outcome.

“Our role is to help founders prepare properly, position the business correctly and then manage discreet, strategic conversations with the right parties.

“Finding the right buyer for Robert’s business required a highly discreet approach, ensuring the company was positioned correctly and that conversations were handled confidentially with appropriate strategic parties.

“These transactions are never just about numbers. They are about legacy, timing, people, brand, client relationships and finding the right strategic home for the business.

“Having lived the journey of building, scaling and exiting an agency, I understand the sensitivities involved and the importance of guiding founders through the process with clarity, discretion, empathy and commercial discipline.

challenging

Lee Pendleton says the process can be highly challenging for sellers, and that it is vital to have real experience to achieve a successful outcome.

“We were pleased to negotiate the transaction with Dexters, a highly respected business with a strong presence across London,” he says. “It was a pleasure to work with their team, who were highly focused, professional, and dedicated throughout the process.

The Neg understands that the Fraser & Co name is to be retained by Dexters, as are the existing branches and staff.

More info on Pendleton London via email. Photo: Fraser & Co.