Hospitality group Edyn has announced the launch of a next-generation serviced apartment brand, which aims to cater for guests seeking carefully designed spaces in central locations.

Cove – the latest addition to Edyn’s portfolio of brands – embodies the idea of flexible living.

Investing in the serviced apartment sector

The creation of Cove signifies the evolution of the group’s extended-stay portfolio, which also includes lifestyle aparthotel brand Locke, and presents new opportunities for growth. For Edyn, the first half of 2021 has been spent building on its resilient performance in 2020, when average occupancy exceeded 70%.

“We have a tremendous opportunity to evolve and grow Edyn at a time when flexible, thoughtfully designed accommodation has never been more in demand,” said Stephen McCall, CEO of Edyn. “Combined with the foresight of our investors behind us and a world-class team leading the brand, the launch of Cove will allow us to transform the traditional serviced apartment model and bolster our portfolio.”

A new brand concept

As well as targeting corporate clients on extended stays, Cove will provide a base for leisure travellers, including families, looking for self-contained and spacious accommodation. Each apartment will come with a fully fitted kitchen and living room, plus private wifi and bespoke kitchen tables made for working, dining and hosting.

“Our mission is to create the next generation of serviced apartments, which cater to travellers seeking carefully designed spaces in central city locations across the UK and Europe; suitable for a business trip, city escape or family holiday,” said Steven Haag, managing director of Cove. “Cove will embrace new ways of living, offering travellers security, comfort and sanctuary, which is aligned with Edyn’s ethos and vision.”

In June 2021, Edyn began transforming eight of its Saco properties in Reading, Nottingham, London, Cardiff, Bristol and Manchester into Cove sites, installing new fittings and furnishings and integrating the Cove branding.

The first full Cove launch is a new acquisition in the Liverpool One shopping centre. Cove Paradise Street comprises 77 one- to three-bedroom apartments and a large communal courtyard.

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