Sam Frith

Founder, 24 & More

Sam is the founder of 24 & More, a specialist hospitality consultancy dedicated to the preservation of brand soul during global expansion. He occupies a rare niche, serving as the bridge between a founder’s singular vision and the complex reality of multi-site scaling.

Sam’s expertise in foundational integrity was pioneered through his unique partnership with The Ivy Collection, Caprice Holdings and The Birley Group, where he was tasked with solving a critical problem: how to expand their legendary brands without diluting the ‘magic’ of the original sites.