In Conversation: Ollie Saunders Head of Self Storage at Savills

Ollie Saunders, Head of Self Storage at Savills, has spent decades watching this sector evolve from a niche concept into one of real estate's most compelling investment stories. From his first major deal in 2007 to working across European markets, his insights are sharp, candid, and hard-won. Whether you're an operator, investor, or simply curious about what makes self-storage tick - this is a conversation worth your time.

Lessons from the Front Line of Self-Storage

Ollie Saunders, Head of Self Storage at Savills, brings decades of frontline experience to this wide-ranging interview - and he doesn't hold back. From his early days working alongside entrepreneurial pioneers as self-storage emerged in the UK in the late 1990s, to brokering major deals across Europe, Ollie has watched the sector mature into one of real estate's most attractive investment propositions.

He tackles the big questions: why investors are increasingly drawn to self-storage's inflation-linked returns and scalability; which European markets are poised for explosive growth (Spain, take note); and why London's dominance inside the M25 isn't the whole story.

On the operational side, Ollie is refreshingly direct - too many operators leave money on the table by being timid on rents, and choosing the wrong partner can be a costly mistake. He also shares his outlook for 2026, predicting a wave of significant transactions as investor confidence returns after a frustrating standstill.

Packed with hard-won insight on technology, store design, awareness-building, and what it really takes to succeed in self-storage - this is essential reading for anyone serious about the sector.

The Interview

Ollie, thank you for joining us! You’ve been involved in the self-storage sector for many years - what first drew you to it, and what has kept you engaged all this time?

It was really exciting to be part of the sector as it emerged in the UK in the late 1990s - I got the opportunity to work with some great entrepreneurs along the way who were building great businesses, and we always had a lot of fun along the way!

The sector is always evolving and improving so it is the most interesting sector in real estate. It has also given me the opportunity to travel and work extensively across Europe as those markets emerge, so I love what I do. Not everyone can say that!

Looking back, was there a particular moment that made you realise this was a sector with real long-term potential?

Probably two moments.  When I did my first major deal. I sold Armadillo Self Storage in 2007, and I could see that investors loved the product. The second moment was when I started working a lot in Europe in 2010. I could see these markets really take off.  What had happened in the UK was now happening across a continent of over 500 million people. 

Why are investors increasingly considering self-storage as part of their portfolios? 

The key one is that it is under supplied, with inflation linked characteristics, and that there are enormous upsides from scale and technology which is bringing in more institutional buyers.  Having third party managers who can run stores for investors is also going to really help.

London often dominates the conversation with its high density of self-storage, especially inside the M25. From your perspective, are other European cities likely to follow a similar growth path, or is London unique? 

Each market has its own nuances, but we can see exceptional performance in capital cities and major cities with high density living.  Having said that, the performance in regional cities and towns is still very respectable if you get the basics right.

Recent surveys show economic challenges - inflation and recession-related pressures - are now the biggest operational concern for operators, even more than land or planning. How can operators adapt and stay resilient? 

• Make sure you have the right real estate and to be operationally the best.
• We spend a lot of time looking at the drivers of self-storage as well as the supply in each market. So, make sure your store is in a market that has a diverse set of users.
• That helps when the housing market slows or recession bites as it did in the global financial crisis, and the good operators did well.
• Being smart on pricing your rents is vital - and how to manage them well. We often see a lot of money left on the table with operators who are timid on rents.
• And being great at customer services is always important.
• Key though is to not overpay for your real estate in the first place and to buy well – so take good advice from Savills!

Looking across Europe, which countries do you think will lead the sector over the next five years?  

That is a really difficult question but I think Spain will be a top 3 country by 2035. I also think there will be some real sector giants as businesses consolidate – so there will be several operators with more than 500 stores pretty soon.   

Many people in Europe still don’t know much about self-storage - around a third haven’t even heard of it. How does this gap affect long-term growth, and in your opinion, what should the industry do about it?

Rising awareness is the secret sauce of self-storage - we should be on an upward trajectory of enquiries, so it is a good thing. Building prominent good buildings always helps raise awareness as well as innovative marketing. 

What trends do you expect to define 2026?

I think we are seeing a huge transformation in the use of technology and new ways of delivering self storage - such as drive-up and urban models. But most importantly, we will see a number of sizeable transactions taking place showing increased investor confidence.  There was a lot of frustration at the lack of transactions in 2024 and 2025 - hopefully we have turned that corner.

You joined Savills at a time when the sector is evolving quickly. How do you hope your work here will influence the industry?  

We have some great data, access to some real interesting investors, and a great real estate business with some talented colleagues across Europe.  

Are there any common mistakes you see repeatedly when investors or operators are new to the self-storage sector?

Most new entrants to the sector do their homework and research (and take proper advice!). The one common mistake is people rely heavily on the street rates of competitors as a proxy for the rents that are achieved - that is rarely the case. Perhaps the biggest mistake to avoid is choosing the wrong investor or operator to partner with. Self-storage is a long term business. 

How important is specialist self-storage design in driving a store’s long-term operational performance and overall customer experience?

Crucial. The next generation of stores are designed to be super-efficient in terms of their running costs, plus also fit for the 21^st century with a superb customer experience and good security. These stores compete really well against some of the legacy stores.

From your experience, what should investors and operators be looking for when selecting a partner to design and deliver a self-storage facility?

Someone with track record as they can bring so much insight into what works and what doesn’t. They can maximise the efficiencies of the buildings, and squeeze as much out of the building as possible in terms of lettable space, but also customer experience. They should also deliver it on time and to budget as well.

Self-storage is increasingly moving away from being viewed as a purely industrial asset and towards a more retail-focused experience. We’re already seeing operators invest in higher-quality self-storage builds and customer-centric features - even details like in-store music. Do you see this becoming standard across the sector?

Completely. The designs of the next generation of self-storage are really exciting and innovative!   

What would you say to someone who’s thinking about entering the self-storage industry today?

Just do it. And take good advice!