White Rabbit Projects appoints new CFO

Specialist hospitality incubator, White Rabbit Projects (WRP), has appointed Paul Deeming, formerly of André Balazs Properties, Hakkasan and Ignite Group, as its new group CFO.

Joining the business following WRP’s multi-million pound investment from McWin, Deeming comes with 20 years of experience leading and growing hospitality, leisure and marketing businesses.

Deeming joins WRP from André Balazs Properties, an international group of hotels and properties across the US and Europe, including Chiltern Firehouse, where he had been holding the role of CFO since 2017.

Deeming began his career in accounting, investment and marketing communications before finding his passion in hospitality and leisure when he co-founded Ignite Group.

As co-founder and CFO, he grew the business, both in the UK and internationally, with restaurant, bar and members’ clubs divisions; ultimately selling after 10 years.

He then joined Hakkasan Group as interim CFO overseeing the company’s global expansion plans before being appointed CFO at BGF backed Peyton and Byrne Group to lead the strategic development and sale of its portfolio of iconic cultural venue food outlets, events catering, retail bakeries and wholesale operation.

WRP stated that Deeming joins the group at a “critical time in its growth and expansion journey”.

Having recently received multi-million pound investment from McWin, Europe’s food-focused institutional fund backing brands including Gail’s Bakery and L’Osteria. WRP is currently focused on growing its existing portfolio as well as developing and investing in new concepts.

Its current portfolio includes Lina Stores, Kricket, Island Poké and its in-house, bespoke hospitality creative business, White Rabbit Studio, which designs, develops and operates bespoke hospitality concepts for hotels and landlords.

WRP’s next opening will be EVE Kensington in partnership with Ember Locke opening in September 2023. Additional investment is going towards international expansion following success in both Japan and France.

Deeming said: “Having admired the tremendous success of Chris and White Rabbit Projects since its inception, I’m excited to be joining the team. WRP has been disrupting the hospitality market for years through unique hospitality concepts, by supporting, incubating, and scaling these high-quality brands. I am thrilled to be able to bring my experience to this fantastic business and help it to develop over the coming years.”