UK: Serviced apartment agents Silverdoor and Citybase Apartments formed a new parent company, Habicus Group.
The creation of the new company follows Silverdoor’s 2016 acquisition of Citybase Apartments and its Central London Apartments and Orbital Partnership brands. The company has also launched new brand identities for all subsidiaries.
Silverdoor Apartments will remain corporate focused, while the Central London Apartments brand will reposition itself as a portfolio of luxury properties, and Citybase will offer greater online availability.
The Orbital Partnership has received an overhaul and membership will now be by invitation only.
Habicus is also launching a new self-booking tool for Silverdoor’s corporate clients, enabling buyers to manage their serviced apartment requirements online.
Marcus Angell, managing director of Habicus Group, said: “We have been operating as a group of companies since last May and in that time it became apparent that we need a parent company to be able to refer to all of our brands as a whole.”</p
