Criterion Capital

Criterion Capital is a privately held London real estate investment, development and asset management firm founded by Asif Aziz, known for assembling and repositioning major West End holdings around Leicester Square and Piccadilly Circus. In hotels, the group has built a dedicated hospitality platform that focuses on buying underused buildings in prime locations and converting them into efficient, design led places to stay. Through Criterion Hospitality it operates a growing portfolio across the United Kingdom and is the creator of Zedwell, a sleep focused urban hotel brand with cocoon style rooms and flagship sites in central London, including Piccadilly Circus, alongside further locations in areas such as Tottenham Court Road, Greenwich and Trafalgar Square. Criterion is actively scaling this model beyond its London core with new conversions and planning led projects in other UK cities, aiming to expand its hotel portfolio substantially over the next few years while continuing to link hospitality growth to the long term value of its real estate.