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  • Hospitality brand edyn to launch Cove

    730 565 Hamish Kilburn
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    Hospitality brand edyn to launch Cove

    Answering the demands of modern travellers with ‘soulful hospitality’, edyn has launched Cove, a ‘next generation’ serviced apartment brand that will embrace the new future of travel, providing fresh growth opportunities for the breakthrough hospitality brand…

    From the brand that launched Locke, which recently opened its first property outside the UK, Cove launches to underscore both edyn’s resilience and optimism.

    Cove embodies the notion of flexible living – combining considered design with seamless technology to enable life in all modes. The adaptability of Cove’s business model will also provide exciting new growth opportunities for edyn, which is rapidly expanding its presence throughout the UK and Europe. In the first half of 2021, the group built upon its resilient 2020 performance when it achieved an average occupancy exceeding 70 per cent – making edyn the ‘one to watch’ in the new future of travel where guests are increasingly planning to stay for longer and experience more, whatever the reason for their stay.

    “Cove will embrace new ways of living, offering travellers security, comfort and sanctuary.” – Steven Haag, Managing Director of Cove.

    “We have a tremendous opportunity to evolve and grow edyn at a time when flexible, thoughtfully designed accommodation has never been more in demand,” explained 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.”

    Cove’s thoughtfully designed apartments will continue to serve a base of corporate clients looking for extended stays, while refocusing on leisure travellers – including families – seeking self-contained, spacious, and flexible accommodation. Each versatile apartment will feature super-fast, private Wi-Fi; fully fitted kitchens and living rooms; as well as signature sofas and bespoke kitchen tables suitable for dining, working or 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.”

    Image credit: Cove Paradise Street, Liverpool ONE

    This month, edyn will transform eight of its existing Saco properties to Cove, with new fixtures and furnishings, branding and an innovative, digitally focused guest journey. The first full Cove opening will be a new acquisition in the Liverpool ONE development.

    Cove Paradise Street will comprise 77 contemporary one- to three-bed apartments, boasting panoramic views of Liverpool city centre and a large communal courtyard. Located in the heart of the city, Cove Paradise Street is a stone’s throw from excellent transport links, as well as Liverpool ONE’s diverse retail, leisure, and dining offering.

    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 and be available to book alongside partner properties on the Saco website.

    Main image credit: edyn

    Hamish Kilburn / 29.06.2021

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