• Date of Incorporation: 27 September 2019
• Numero REA: FI669250
• Location: Firenze/Florence
• Legal form: Limited Liability Company
• Legal Representatives: Charles Richard Collett, Mark Darren Farmer
• Activities: Project & Design Management, Consultancy, Property Development, Real Estate Sales
Planet 9 Properties Italy srl offers a curated portfolio of luxury residential property services and products designed to meet the needs of discerning buyers looking for authenticity and exclusivity in Tuscany
Founded by Mark Farmer & Charles Collett, both British-trained architects, who have worked in luxury residential for 30 years in London & the Middle East. Planet 9 was founded in 2019 and has registered offices in Florence, with its main operations in the Cortona area, near Arezzo.
Planet 9 offers bespoke villa and apartment sales, design procurement and management of architectural and interior design services, property management, restoration of historic estates, and luxury rentals. Planet 9 has successfully renovated Palazzo Passerini in Cortona and has operated it as a luxury rental for the past 5 years. Please visit www.palazzopasserini.com in addition, in 2025 another property was acquired near Cortona, which is undergoing renovation, please visit www.lacasacappellina.com
Introduction
Key Objectives
Planet 9 Properties Italy Srl specialises in developing authentic luxury residential villas in the heart of Tuscany, Italy and particularly in and around Cortona, near Arezzo.
Our focus is on creating authentic Tuscan living spaces with modern convenience within ancient buildings, embodying the cultural and historical richness of the region.
We cater to discerning international and domestic buyers seeking a unique property that seamlessly blends traditional Tuscan aesthetics with contemporary luxury, offering a timeless residential experience.
Secondary Objectives
Understanding of the local area through living in the Cortona community.
Building Relationships with local trades, artisans, artists, suppliers and labour force.
Reinventing otherwise unused or underused buildings, with integrated and updated services (impianti) and proper maintenance (including restoring Olive Groves).
Spin-off activities that complement restoration programmes, such as production of EVOO, soap making, yoga retreats, visitor experiences in collaboration with local truffle farms & specific rentals of a property for weddings & events.
Market Overview
The luxury real estate market in Tuscany remains robust, driven by strong international demand for properties that offer cultural authenticity and investment value.
Tuscany's reputation as a prestigious, scenic destination continues to attract affluent buyers, making it a dynamic and competitive market. Over the past five years, we have seen authentic older Tuscan villas and apartments grow in value from €2,000/m2 to €5,000/m2 or more, with luxury villas reaching € 7,000- € 10,000/m2.
This still represents good value on the international market provided that properties are renovated in the right way to meet international standards of design and convenience.
Target Market
Planet 9 Properties Italy srl targets a focused clientele seeking exclusive properties that reflect the region's cultural and historical richness.
Understanding the distinct profiles of our target audience enables us to tailor our offerings effectively.
With 30 years of experience designing & developing international luxury residential markets in London, KSA & UAE, the owners bring a perspective which resonates with their clientele, but with a love of Italian authenticity and respect for heritage.
‘We understand the importance of design and authenticity as well as the true meaning of luxury.’
Tuscany's Share: The region accounts for 32.8% of all properties in Italy listed for over one million euros, highlighting its prominence in the luxury market. (studioimmobiliaresi.it)
International Interest: Buyers from France, the United States, and Northern Europe are increasingly attracted to Tuscany, seeking value and exclusivity away from urban centres.
Investment Potential: Tuscany's blend of culture, lifestyle, and investment potential continues to attract discerning international investors seeking more than just a second home.(idealista.it)
The business model of Planet 9 Properties Italy srl has evolved over the past 6 years, initially focused on renovation of a single historic Palazzo in the historical centre of Cortona and managing it as a luxury rental to a more dynamic process of acuqiring and renovation Tuscan property on a much shorter overall cycle, and moving away from luxury rentals.
Having spent the last 7 years investing in Planet 9 Properties Italy srl, the owners now have the resources to self-fund renovations of selected property offering highly desirable amenity and in prime locations. With an increased project cadence and much shorter lifecycle, it is no longer sufficient to manage this process remotely.
Hence there is a need for one of the owners to move permanently to Italy to manage both the company and on-going projects. Charles Collett will initially move as the Managing Director supported remotely by Mark Farmer in his capacity as Chairman, providing guidance, oversight and review.
Business Model
Authentic renovation of carefully selected properties in need of significant improvement and energy performance upgrades.
Focus on Key locations in and around Cortona, while considering properties in the surrounding area.
Increase the project cycle to 18-24 months, from purchase to sale. Luxury villa and apartments for sale to HNW individuals as part of a wider portfolio of properties.
Primary Objectives
