I really enjoyed my stay at Fred's. The neighborhood is filled with great restaurants and shops. You can catch the bus right outside of the front door and get to all the amazing parts of London easily. The place has everything to stay comfortably including a kitchen and a grocery store downstairs. Check-in was easy because the keys are there when you arrive. Fred is super nice and accommodating. My favorite thing about the flat is that it always smells delicious because there is an amazing bakery downstairs. You don't have that "other peoples house" smell.
I read some of the reviews people wrote about their stay at Fred's and was slightly reluctant to choose this place. I'm glad I chose this place because you will not find a flat with its own bathroom, kitchen stocked with appliances, giant TV, and large bed at this price.
If you care more about stairwells and wallpaper like some of the picky people that have written reviews here, you should stay at The Ritz. THIS IS A GREAT BARGAIN!