Edyn launches serviced apartment brand Cove with eight Saco sites to rebrand

Edyn has launched a serviced apartment brand named Cove, providing “fresh growth opportunities” for the group also behind Locke and Saco.

The company is rebranding eight of its existing Saco properties to Cove, with updated fixtures and furnishings, while a new acquisition in the Liverpool One development has also been added to the Cove portfolio.

Cove Paradise Street in Liverpool will comprise 77 apartments with up to three bedrooms, while Saco properties in Reading, Nottingham, London (Covent Garden, the Cannon, St Martin’s Lane), Cardiff, Bristol (West India) and Manchester will all be rebranded as Cove. Properties that are not part of the initial transformation will continue to operate under the Saco name.

The Cove brand is described as “combining considered design with seamless technology” and is aimed at corporate clients looking for extended stays and leisure travellers seeking self-contained, spacious and flexible accommodation.

Stephen McCall, chief executive of Edyn, said: “We have a tremendous opportunity to evolve and grow Edyn at a time when flexible, thoughtfully designed accommodation has never been more in demand. 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.”

Steven Haag, managing director of Cove, added: “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. Cove will embrace new ways of living, offering travellers security, comfort and sanctuary, which is aligned with Edyn’s ethos and vision.”

Edyn’s whole portfolio includes more than 80,000 apartments in 260 locations.