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Midlands firm Freeth Cartwright has launched in London with a view to improve its service to London clients, particularly those in the retail sector.
While the firm has hired insurance lawyer Rachel Bolt as a consultant from Beachcroft, there are currently no London-based partners.
The London strategy is being managed by Nottingham-based head of commercial Philippa Dempster and Birmingham managing partner Richard Beverley.
Dempster said: “We have a lot of London clients and it’s really a base to service them. We’re looking at retail in particular. It’s very much a meeting place for us.”
However, Dempster added that the firm is looking to recruit into all practice areas for its new West End office.
Freeth Cartwright is the latest regional firm to make a City investment in spite of the wider economic conditions. Bath-headquartered Thring Townsend Lee & Pembertons has expanded its London base with the acquisition of private client boutique Leach & Co (The Lawyer, 12 April), while Bristol-based Veale Wasbrough merged with 17-partner City firm Vizards Tweedie to obtain its City base (The Lawyer, 13 July 2009).