Owner of stylish aparthotel brand Locke has unveiled a new identity as its hails its ‘next phase of ambitious growth’.
SACO, the operator of lifestyle aparthotels and serviced apartments in Europe, is to now become known as edyn, bringing its portfolio of brands under one new group identity, website and ‘employee-facing brand’.
SACO, Locke, The Moorgate and The Wittenberg will all operate under this new group identity going forward.
Locke aparthotels operates in London, Edinburgh and Manchester and will expand to nine properties across the UK and Europe by 2022.
In addition there are currently 80,000 serviced apartment rooms within the SACO and global partner portfolio.
Following acquisition of the company by Brookfield Capital Asset Management in 2018, the leadership team is currently focussed on driving ambitious growth plans, with new chief executive officer, Stephen McCall, appointed in December 2018 from IHG.
McCall explains: “As a group, we’ve always questioned traditional category conventions and actively sought out better ways to meet the needs of the modern traveller. These principles lie at the very heart of our business and the time is now right to bring our successful brands together under a bold new identity that reflects our vision to deliver soulful hospitality.”
“We’re on a journey of acceleration with the Locke brand and as well as the pipeline of nine new destinations, we’re constantly looking for new opportunities across pan-European gateway and hub cities. We aim to be the industry-leader in the lifestyle aparthotel category, and create unique, design-led properties that bring the modern traveller & dynamic local communities together in spaces where both residents and locals are free to be themselves. edyn reaffirms our continued commitment to question, evolve and grow as a business driven by our people and our culture.”