Fine & Country has expanded its footprint in Spain with the launch of its first office in Madrid, marking a significant step into the country’s capital and one of Europe’s most competitive prime property markets.
The new licence will be led by architect Alejandra Santos alongside her husband Carlos Rojo, combining design-led expertise with commercial and lifestyle credentials as the brand looks to strengthen its position in the high-end residential sector.
The move signals a strategic shift for Fine & Country Spain, which has until now focused on key regional markets. Entry into Madrid reflects growing demand from both domestic and international buyers seeking prime city assets, as well as increasing appetite for luxury rentals in major European capitals.
Santos brings a strong architectural pedigree, having followed her family into the profession and worked on a number of high-end reform projects. Her experience is expected to underpin a design-focused approach to property sales, aligning with wider market trends where presentation, refurbishment and lifestyle positioning are becoming increasingly central to value.
PROPERTY AND EXPERIENCE
Rojo, meanwhile, adds a commercial and hospitality dimension through his role as CEO of Lamonarracha Group, a Madrid-based restaurant business. His network and understanding of the city’s lifestyle offering are likely to support the firm’s ambitions to position itself at the intersection of property and experience.
The launch also builds on long-standing relationships within the Fine & Country Spain network, with CEO Chris Hara having previously worked closely with Santos’ family.
The partnership reflects a broader trend across the sector, where established personal and professional connections continue to play a key role in international brand expansion.
LANDMARK MOMENT
Chris Hara, CEO of Fine & Country Spain, says: “Launching in Madrid is a landmark moment for Fine & Country Spain.
“This is a hugely important step for the brand, as it marks the first Fine & Country office to open in the capital.
“Our relationship with Alejandra and her family has been built over many years through trust, professionalism, and shared values, and we are delighted to now welcome both Alejandra and Carlos as sub-licensees.”
LIFESTYLE VISION
And he adds: “Together, they bring an exceptional blend of architectural expertise, entrepreneurial energy, and lifestyle vision that makes them the ideal partners to represent Fine & Country in Madrid.”
Madrid’s prime market has continued to attract global interest, driven by its relative value compared to other European capitals, alongside strong lifestyle fundamentals including culture, gastronomy and connectivity.
Fine & Country’s entry into the city positions the brand to tap into this demand, with a dual focus on sales and high-end rentals as competition intensifies across the upper tiers of the market.
Main picture: (Left to right): Cristian Hara, Carlos Rojo, Alejandra Santos and Chris Hara.
