S² Consultancy was formally introduced by Brad Simmons as a subsidiary company.

Luxury does not need more noise. It needs more precision. S² advises hospitality, lifestyle and experience-led brands at moments of opportunity, change and growth. Founded by Brad Simmons following more than 25 years in global luxury hospitality, we partner with owners, developers, founders and leadership teams to shape distinctive brands and build the commercial frameworks that allow them to perform. Our work brings together brand positioning, commercial strategy and guest experience. We support new openings, repositionings, market entry and expansion—bringing clarity to what matters, what comes next and how to move forward. S² is not a traditional agency. We work as a senior strategic partner: collaborative, pragmatic and commercially accountable. We become close enough to understand the ambition, while remaining objective enough to ask the questions that matter. We open well. We reposition intelligently. We fix what others complicate.