A Framily Business

A little bit about the team 

Bella, Alyona and Lena have been great friends for over 20 years. Their friendship started when they were all storming the property market together and became involved in property design and investment. Over the years, they've navigated many changes — from new careers, new skills, new countries and even new husbands - but their love for residential property and passion for creating beautiful living spaces has never diminished.

How Hometastic was born?

Their lightbulb moment came when Alyona and Bella bought their first investment property in London. They wanted to rent out their properties fast and get on with life and believed that furnishing a home beautifully and quickly in a city like London would be easy. How wrong they were! The many challenges of quickly creating a beautiful designer living space within a budget became very clear. Two months later, at double their budget, and having waited in for over 20 different deliveries or tradespeople the job was finally done. But they were exhausted and frustrated.

At the same time Elena was grappling with the Munich rental market, where most properties were unfurnished. Her clients had no time (or desire) to furnish their apartments, but sadly furnished flats were rare and often 40% more expensive.

So the three founders realized this was a problem that could only be solved with a streamlined, customer-friendly service. And then Hometastic was born!

Our founders realized this could have been solved so easily with a service like Hometastic.

Bella’s a digital marketing whiz who’s built successful businesses (including this one), while Alyona and Elena bring 20+ years of real estate and luxury concierge experience. Together, they’ve created a service that takes the stress out of furnishing—because life’s too short to spend two months picking out couches and sitting on the floor waiting for a late delivery of something that is nothing like what you expected!

Alyona sums it up “We’re here to save you from picking out furniture, coordinating deliveries, and dealing with the chaos. Whether you're furnishing a single flat or a whole development, we help you get it done, fast, beautifully and without the drama.”