About
We are a hands-on real estate owner, developer, and platform operator, specialising in successfully repositioning obsolete buildings into residential apartments and lifestyle hotels.
About
Who We Are
We focus on sustainable growth, innovative design and long-term value creation. We excel in the acquisition, development, operation and retention of high-value assets.
Our portfolio includes prime commercial properties in London, alongside a growing collection of residential and hospitality assets across the UK, Ireland and mainland Europe.
We are a family-run business with family members in key-positions within the company. The family values emanate through the whole business and shape who we are.
About
Our Mission
Convert
Properties
to revitalise urban landscapes
Cultivate
Communities
by fostering strong local connections
Create
Value
through innovative design and sustainable practices
Catalyse
Growth
with a commitment to long-term success
About
Our Values
Innovative Design for High-Value Assets
We think outside the box, pushing the boundaries of design to create high-value assets that are both aesthetically striking and functionally adaptable. Our projects reflect a commitment to design, innovation, sustainability, and the integration of advanced technology, ensuring they meet the needs of today while being prepared for tomorrow.
Sustainability at our Core
Sustainability is the foundation of everything we do. We embed environmentally responsible practices into every aspect of our work, from design to operation, ensuring our projects contribute to a greener urban landscape and provide lasting benefits for future generations.
Empowering Communities with a Hands-On Approach
As a family-owned business, we take a hands-on approach to every project, ensuring our developments enhance the social fabric of the communities we serve. Our close ties to these communities inform our strategies, allowing us to create spaces that foster connection, growth, and opportunity for all.
Excellence with Integrity and Tenacity
Our pursuit of excellence is rooted in integrity, tenacity, and decades of industry experience. We hold ourselves to the highest standards, delivering projects that create long-term value. We are tenacious in our efforts, seizing opportunities to maximise the potential of every development we undertake.
Visionary Leadership for Long-Term Value Creation
Driven by a long-term vision, we focus on sustainable growth and meaningful impact. Our strategic approach, informed by decades of experience, ensures our projects generate long-term value for our stakeholders and continue to benefit communities over time. We are committed to creating developments that leave a positive, enduring legacy.
Entrepreneurial Spirit and Agility
We are agile, bold, and entrepreneurial, allowing us to adapt quickly and embrace new opportunities in an ever-evolving industry. This spirit drives us to continuously innovate, pursue creative solutions, and create high-value assets that stand the test of time.
Respect, Inclusivity and Family Values
Embedded with family values, we are deeply committed to inclusivity and respect. We cultivate an environment where diverse perspectives are essential to our success, believing that the best ideas come from a collaborative and inclusive culture. Our principles guide us in fostering strong, respectful relationships with all stakeholders.
Continuous Learning, Growth and Inquisitiveness
We are passionate about learning, growth, and staying inquisitive. We believe every project is an opportunity for growth, and we are always keen to expand our knowledge and refine our processes. This curious, learning-oriented mindset guarantees that we remain at the forefront of the industry, delivering cutting-edge solutions with confidence and humility.
About
Our Growth
With £6bn+ AUM, Criterion Capital is driven by a committed repositioning pipeline. Our hotel portfolio will expand from 9 hotels with 1,769 rooms to 24 hotels and over 8,000 rooms by 2027.
Similarly, our residential portfolio, currently comprising 1,511 apartments will grow to 4,000+ apartments across 12 UK sites, with an additional 1,300 apartments in Lisbon, Portugal.
Our commercial holdings include 30 buildings in prime London locations, such as our Piccadilly Circus, Leicester Square and Knightsbridge Green Estates.
Our Story
Since our inception, we have focused on strategic, sustainable growth, blending London’s heritage with innovative development, highlighted by acquiring iconic landmarks like the Trocadero and the Criterion Building, which defined our portfolio and inspired our founding. Scroll through the timeline below to discover the milestones and achievements that have shaped our success.
Criterion Capital is incorporated, marking the beginning of our journey with a focus on redefining London’s property landscape.
We expand our portfolio with the acquisition of One Leicester Square and Coventry House, setting the stage for future growth.
The acquisition of the Odeon Cinema in Leicester Square further strengthens our presence in one of London’s most iconic areas.
Our Leicester Square portfolio grows with the addition of Victory House and Landseer House, reinforcing our strategic focus on prime locations.
This period of rapid expansion sees Criterion Capital acquire prominent sites across Haymarket, Knightsbridge, Piccadilly Circus, Wimbledon, Tooting, Deptford, and Essex, showcasing our ambitious growth strategy.
We broaden our residential offerings with the acquisition of Delta Point in Croydon, Astral House in Norbury and Trafford House in Basildon, underscoring our commitment to diversified investments.
The Aziz Foundation is established, reflecting our commitment to social responsibility and supporting British Muslims in driving positive community impact.
Criterion Capital diversifies into hospitality with the launch of Criterion Hospitality, opening our first hotel at Victory House in Leicester Square.
We partner with IHG to open Hotel Indigo in Leicester Square and introduce Assembly Covent Garden, marking significant milestones in our hospitality expansion.
The Hard Rock Café, an internationally acclaimed brand, becomes a flagship tenant at Piccadilly Circus, elevating our commercial offerings.
We unveil the Zedwell hotel concept with the 721 room flagship Zedwell Piccadilly Circus at the iconic Trocadero, setting a new standard for hospitality.
Zedwell expands with new locations at Tottenham Court Road and Greenwich, and the renowned Masala Zone, part of ‘The Real Indian Food Company,’ joins our Criterion Building, enriching our diverse tenant mix.
We complete a number of new acquisitions including Harte & Garter Windsor, Haymarket House, Bell Lane and Nobel House. Albert’s Schloss makes its London debut at our Trocadero site, and we launch Criterion Connects, our stakeholder engagement programme aimed at fostering community relationships.
We are set to open the next phase of Zedwell Piccadilly Circus along with Criterion Hotel, Zedwell Knightsbridge, and Zedwell Park Lane.
The Aziz Foundation will open the Piccadilly Community Centre in the basement of our Trocadero site, providing a prayer space and community hub, while Zedwell Haymarket will launch, and our brand expands beyond London for the first time with Zedwell Manchester.
Zedwell will venture outside England with the opening of Zedwell Edinburgh, as well as opening its 10th UK hotel in Trafalgar Square.
Criterion Capital remains committed to a robust pipeline of projects, with plans to further expand across the UK, Europe and internationally. Our focus will continue to be on repositioning properties and revitalising communities, driving growth and delivering long-term value.
Our people
Leadership Team
Leadership Team
Asif Aziz
Founder
As the Founder and former CEO of Criterion Capital, Asif Aziz built a £6bn+ property portfolio across the UK and Europe, spanning commercial investments, hotels, and residential properties. A specialist in enhancing capital values, he repositions redundant offices into private flats or hotels, driving income growth. Through the Aziz Foundation, he champions philanthropy, inclusion and transformative change.
Omar Aziz
Deputy MD
With more than 10 years of industry experience, Omar has spearheaded major urban revitalisation projects and placemaking initiatives. Omar holds a degree in Business and Finance from CASS Business School and is a Board Member for the Heart of London Business Alliance (HOLBA).
Andrew Sell
Head of Asset Management
Former Commercial Director at The Shard and Asset Management Director at Landsec, Andrew has over 40 years of diverse real estate experience, including asset management and development. At Criterion Capital, he oversees a £6bn+ portfolio. He holds a BSc (Hons) in Estate Management and has recently resigned from being an FRICS chartered surveyor for over 30 years.
Edward Peter-Hoblyn
Head of Capital Markets
Directing family office investment strategies, Edward has 20 years’ global equity and portfolio management experience. Recognised for leading robust investments and high-performing teams, he also mentors emerging industry talent. Edward holds an MSc in Investment Management and a BA (Hons) in Ancient History.
Tim Bystedt DipArch ARB
Head of Design and Planning
A qualified architect, Tim brings extensive expertise and an international perspective from his work with firms like Henley Homes, Haverstock, FLACQ, and Klein Dytham in Tokyo. He works to develop our unique hotel concepts and he is deeply committed to sustainability, focusing on reducing carbon emissions and enhancing the public realm.
Halima Aziz
Head of Hotels
Halima leads Criterion Hospitality, focusing on transforming obsolete buildings into high-value hospitality assets. She has been instrumental in developing innovative brands like Zedwell, specialising in the creative reuse of nontraditional spaces. Before joining Criterion Capital, Halima led a consulting team at Bayer AG in M&A and co-founded an import-export startup in Shanghai and London. She holds a BSc in International Political Economy from City, University of London, and a Double Masters in Global Management from LSE and the National University of Singapore.
Greg Hale
Commercial Director
With over 20 years in construction, Greg specialises in commercial management, cost control and project oversight. He leads Piccadilly Construction, transforming West End commercial spaces into hotels and PRS units. Previously at Regal London, he managed the £220 million Fulton Road project. Greg holds a BSc (Hons) in Construction Business Management from the University of Greenwich.
James Burfitt MRICS
Head of Construction
Working cross-sector on projects valued up to £100 million, James has almost 30 years of experience managing acquisitions and legacy issues. James oversees the delivery of Piccadilly Construction’s projects from initial feasibility to handover, including planning, design management and cost control. He holds a BSc in Quantity Surveying and is a member of The Architecture Club.
Paul Grundy MRICS
Head of Residential
Leading our dstrkt division, Paul oversees residential asset management, investment analysis, and project delivery. He previously led the institutional client team at Hamptons International and served as the UK Head of Asset Management for LRC. Paul also mentors APC candidates and fundraises for cancer research.
Carmon Camier
Group Head of HR
Overseeing HR across Criterion Capital, Criterion Hospitality and the Aziz Foundation with over 20 years of experience, Carmon pursues professional excellence and employee wellbeing. She focuses on performance, culture and change to support growth. Carmon has previously held roles at Rocco Forte Hotels and St John Ambulance. She is CIPD qualified and is a trained mental health first aider.
Saskia Jiggens
Group Head of Communications and Engagement
Saskia has over a decade of experience in corporate and consumer communications, specialising in thought leadership, social media, public relations, advocacy, events and stakeholder engagement. She previously led communications for the King’s Road and Knightsbridge Partnerships. Saskia also partnered on key community projects with the Berkeley Group and Bellway Homes. She holds a BA (Hons) from The Courtauld Institute of Art, underscoring her deep passion for heritage, placemaking and cultural storytelling.
