Profile
House&Loft is a fast growing company, leader in the
Italian luxury real estate intermediation. House&Loft
was founded in Milan in 2001 by the young entrepreneur Luca Santoro, who
had the original idea, for the local market, to sell the loft’s concept of
living – a residential dimension originally appeared in the New York
district of Soho 30 years ago. Once the intuition proved successful,
Santoro developed his own business, serially selecting post-industrial
areas in both big city’s downtowns and suburbs in order to transform them
into unique living solutions.
The ability and the expertise shown since then, coupled with the opening of a few branches (Rome, Porto Cervo, Genova), early enabled House&Loft to achieve a high profile in the real estate intermediation, especially the one related to new trends and lifestyles. However, starting from 2004-2005, House&Loft greatly enlarged its portfolio to the whole luxury market, thus offering not only lofts but also attics, villas, prestigious apartments, historical residences and so on; in other words, any top end house across all bricks and mortar artefacts. The second important feature, which identifies House&Loft, is its international character. The attention to the needs of the most demanding Italian market, keen to own a home in foreign countries (both for holiday or job reasons), encouraged House&Loft to directly deal in luxury buildings abroad, thus starting an internationalization process.
The first move in this direction was taken in April 2006 with the opening of the New York branch - thanks to which House&Loft started “exporting” five stars apartments to Italy - followed soon afterwards by Miami. The business model was then clear and well proven, so that House&Loft kept establishing itself in other real estate markets of particular interest for Italian potential buyers – or in which a steady demand for Italian or US prestigious estates was already developed. In 2007 the company opened a branch in Russia (in the heart of Moscow, just in front of the Kremlin) and another in the Mexican Playa del Carmen (looking after the entire Caribbean region). The expansion in the luxury living, in Italy and elsewhere, goes obviously on: this year House&Loft opened new branches or established a direct presence in Verona, London, St Moritz and San Francisco.