Pan-European hospitality platform, edyn, has announced the appointment of a new managing director to spearhead the company’s extensive growth plans.
Steven Haag joins from hospitality ‘unicorn’ Sonder, where he led the UK and Ireland as general manager and during his two-year tenure, transformed the division to the best-performing region for the brand globally, signing over 700 bedrooms.
Haag’s appointment signals the start of a period of transformation and European expansion for the Brookfield-owned serviced apartment business, which also includes the Locke brand.
Haag will focus on finding growth opportunities in key locations across the UK and Europe via leases, site development and purchase of existing assets.
Commenting on the new appointment, Stephen McCall, CEO of edyn, said: “We are delighted to welcome Steven to the edyn family and have him lead the transformation and growth of SACO, alongside our ambitious plans for Locke and edyn. His arrival underlines the huge potential of extended stay, and we are fortunate to add his experience with Sonder and in hospitality restructuring to our bench.”
Last month Saco’s lifestyle sister brand, Locke, announced its international expansion plans for the next two years, with openings planned for Germany, Ireland, Portugal, and Copenhagen, as well as three openings in the UK next year.
Discussing his move to SACO, Steven Haag said: “It is incredibly exciting to be joining SACO and the wider edyn group at such a pivotal time for hospitality. Whereas much of the industry is currently taking stock, SACO will look at the opportunity presented to expand its portfolio with new properties across Europe. We are in a unique position given our resilient business model, world-class development team and financial backing in Brookfield to reposition assets, as well as acquire new sites.”