Squab Workspace Strategic Framework and Business Planning
Stage One: Live
Squab Workspace is the managed SME workspace division of the Squab Group. A family-owned business founded in 2006 near Leamington Spa. Originally a farm diversification, the group has since grown into one of the UK's most respected independent storage and workspace brands operating across six locations, including Leamington Spa, Evesham, Rubery, Stowmarket, Warwick and Bridgwater.
Frago & Co was engaged to develop a comprehensive strategic framework for the next phase of Squab Workspace's evolution, a planned transition from a storage-led workspace model into a next-generation, amenity-rich business campus platform. The proposed model integrates modular and refurbished workspace formats with on-site EV charging, roadside retail and café amenity, managed goods-in/goods-out services and active community programming, targeting edge-of-town freehold sites across the Midlands.
The framework spans site acquisition strategy and feasibility criteria, workspace product design and delivery, infrastructure and power planning, ESG strategy, financial modelling, and a fully restructured marketing and communications framework.
Frago & Co has provided strategic authorship throughout, with the framework structured as a living document to evolve into a full operational playbook. The engagement remains active.
Testimonial
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Rather than rushing toward a solution, they pushed us to be honest about what we were actually trying to achieve, where the real obstacles sat, and which opportunities were worth pursuing and which were simply distractions.
The Strategic Framework they produced for Squab Workspace reshaped how we think about our business. They took our ambition to move from our legacy business model into a next-generation, amenity-rich workspace provider and turned it into a clear, credible plan. The work was rigorous throughout: a grounded reading of the market opportunity across hybrid working, the shortage of small industrial and trade-counter space, and roadside retail demand; an honest assessment of the competitive landscape; and a genuinely practical workspace product and delivery framework.
What impressed us most was the depth behind the thinking. Frago & Co didn’t deal in generalities. They built out our operating model in detail, and how that should evolve as a site matures, and they set out a disciplined approach to occupier targeting and tenant mix. Their analysis of our Leamington Spa site was especially valuable: they interrogated the data properly, demonstrated the dual-layer income model underpinning our revenue, validated the flexibility of our tenure patterns, and identified embedded rental growth we had not fully appreciated ourselves.
Throughout, they were a single, accountable point of contact, which removed an enormous amount of friction for us. When complexity arose, as it always does, they managed it calmly and kept the work on course. They were equally clear about scope. At every point we knew exactly what we were paying for, what we would receive, and when the work would conclude, and they built natural review points in so that we proceeded because it was the right thing to do, not because a contract obliged us to.
They are direct, independent, and commercially honest in a way that is genuinely rare. The framework they delivered is one we will be building from for years. We would work with Frago & Co again without hesitation, and we recommend them wholeheartedly.
Alex Henney
Managing Director – Squab