UK/US: Habicus Group, owner of SilverDoor, and The Ascott Limited, parent company of Synergy Global Housing, will merge SilverDoor and Synergy’s operations to unite the brands under a single group.
The joint venture will be led by Habicus, with Ascott holding a strategic interest. The integration is expected to complete in early 2026.
The merged group will operate under the SilverDoor entity, with two brands: SilverDoor for global agency services, and Synergy by SilverDoor for global corporate housing management.
Synergy by SilverDoor will run branded apartments in the US, Ireland, and the UK, with further expansion planned. Customers will gain wider coverage, improved booking technology, and a unified supply chain.
The business will be headquartered in London, employ over 450 people, and operate in 16 cities across nine countries. Leadership will remain with SilverDoor founder and executive chairman Marcus Angell and CEO Stuart Winstone.
Angell said: “SilverDoor has set an ambitious growth target and business plan for the next five years and today’s announcement marks the first strategic step towards our growth goals. We’ve been closely following Synergy Global Housing’s own impressive growth trajectory over the past decade, and we’ve long regarded it as a highly customer-centric organisation that is focused on providing high quality service levels to its clients. The two businesses complement each other perfectly geographically, and by uniting them we’re excited to be enhancing our global proposition for our respective customers.”
Winstone said: “SilverDoor is building the world’s leading hospitality marketplace for serviced apartments and extended stay accommodation. Partnering with thousands of high-quality, vetted partners globally, SilverDoor provides its customers with an unparalleled and agnostic view of the market. We’re now absolutely delighted to be bringing customers of both businesses an extended range of options as we combine our supply chains.”
Synergy co-founders Henry Luebbert and Jack Jensky will retire after the transition.
Jensky said: “I am excited for our people, our clients and all of our partners around the world. This merger will bring together our organisations and expand our services, inventory offerings and leverage our technology solutions all designed to better support our customers at the highest levels. I have known Marcus and Stuart for years and have admired their global vision and leadership. I am excited about the future of our combined companies.”
Kar Ling Wong, chief strategy officer of Ascott, said: “This merger brings together two strong platforms to unlock new avenues for strategic growth, and we are confident in the long-term value it will create for all stakeholders. Through our joint venture partnership with Habicus, the combined entity will complement and strengthen Ascott’s leadership in the extended stay segment, bringing us closer to a broader base of business travel and corporate housing clients. As a committed shareholder, we fully support Habicus’ leadership and look forward to seeing the global footprint of SilverDoor and Synergy by SilverDoor continue to grow in this next phase of expansion.”
Highlights:
• SilverDoor and Synergy will merge under the SilverDoor entity by early 2026.
• The group will operate under two brands: SilverDoor (agency services) and Synergy by SilverDoor (corporate housing).
• It will be headquartered in London with more than 450 staff and operations in 16 cities and nine countries.
• Synergy co-founders will retire post-integration.
