edyn has announced the launch of ‘next generation’ serviced apartment brand Cove, with plans to convert eight of its existing properties under the new umbrella.
From this month, edyn will transform eight of its existing Saco properties to Cove, with new fixtures and furnishings, branding and a ‘digital focused’ guest journey.
The first full Cove opening will be a new acquisition in the Liverpool ONE development.
Cove Paradise Street will comprise 77 one- to three-bed apartments and a large communal courtyard.
Saco properties in Reading, Nottingham, London (Covent Garden, The Cannon, St. Martin’s Lane), Cardiff, Bristol (West India) and Manchester will all transform to Cove.
Properties that are not part of the initial transformation will continue to operate under the Saco brand.
Cove is said to ‘embody the notion of flexible living’ and each apartment will comprise fully fitted kitchen and living room, plus sofas and kitchen tables for working or dining. Stephen McCall, CEO of edyn, says: “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.”
Cove is set to provide ‘exciting new growth opportunities for edyn’ after a resilient 2020 performance where the group reached an average occupancy of over 70%.
edyn also operates Locke aparthotels.