HAART has launched a new brand, Chewton Rose. New fascias and boards have gone up across the country as Fine ceased trading and Chewton Rose was born.
The new brand will be headquartered in London's Mayfair, where its new office in Pall Mall stands opposite Clarence House.
There are 11 branches around the country, with the Nottinghamshire office, in West Bridgford headed by partner Robert Clarke, with sales associate Emily Whitby, administator/marketing assistant Penelope Brownhill and PA Catherine Turner.
The estate agency says the focus will be 100 per cent on great British homes and the launch comes in response to growing demand for a niche agent to meet the needs of discerning buyers at the top end of the market.
Senior partner Paul Smith said: "Our group is about breaking the mould, driving innovation, competition and outstanding customer service in estate agency.
"Chewton Rose will deliver exceptional results for home sellers across Britain where there has been no real alternative or challenger to the old guard for many decades."
Haart's research shows that while there was a five per cent drop in homes sold in England and Wales in January, the number sold for more than £600,000 increased by 12 per cent and those over £1m rose by 28 per cent against the same period last year.