SACO group has unveiled a new identity – edyn, signalling an ambitious phase of pan-European growth for the business and an ongoing commitment to create flexible, contemporary living spaces for the modern traveller.
With nine new properties set to open by 2022, Nick Barton, Chief Commercial Officer, explains the business’ vision, ambitions and commitment to evolving the sector.
What are your ambitions for the group?
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.
What were the main reasons for the identity change from SACO to edyn?
edyn is our new group name, vision and identity – it will bring the individual brands within our group (Locke, SACO, The Moorgate and The Wittenberg) together and embraces a shared culture and ethos that runs across our portfolio.
Our people are absolutely integral to our business, and we believe the transition to edyn will also help us to continue to attract and retain the best talent in the business.
As a visionary business, pushing the boundaries of modern travel, the time was right for us to bring our successful, growing hospitality brands together under a fresh new identity that reflects our ambition and culture. Our new group identity signals an exciting new chapter for our business.
How does edyn stand out from your competitors?
The modern traveller is changing, and we believe that what we offer across our brands meets their needs, offering space, autonomy, and a unique environment for nurturing creativity and embracing the local community and culture.
We believe that travel should be a rich journey of discovery, rewarding curiosity with knowledge and inspiration. When faced with the new and unfamiliar, many of us seek shelter or protection. This has encouraged the spread of ‘identikit’ hotels, conforming to a rigid set of assumptions which have little to do with the needs of the modern traveller and everything to do with convention.
As a group, we believe we offer all the advantages of serviced apartments with the addition of distinctive design, functionality and dynamic communal areas.
Our properties are individual, distinctively designed and put space at the very heart. Core to our principles are creative private and public spaces, firmly rooted in the local neighbourhood.
How many properties does edyn have and how many people does it currently employ?
Our business today boasts more than 80,400 rooms and apartments in 260 cities worldwide across a collection of owned, leased and partner networked properties. The company currently employs over 400 people and as we continue to grow, we are set to create over 1,000 new roles across the business over the next five years.
What are your future plans for edyn?
As a group, we currently have an ambitious 1,500+ room pipeline portfolio in the UK, Ireland, Germany and Portugal. When it comes to the Locke brand, we plan to accelerate our European expansion with nine new properties in major cities in the UK, Ireland, Germany and Portugal all set to be open by 2022.
Our next property is set to open in February 2020. Locke at Broken Wharf in London will comprise of 113 apartments and studios, a restaurant and cocktail bar. In addition, over the next year Bermonds Locke in London’s thriving Bermondsey, Zanzibar at Dublin’s Ormond Quay and Beckett Locke in Dublin’s North Wall Quay will also open their doors to the public.
Find out more at findingedyn.com