Hospitality group Edyn has launched a new serviced apartment brand called Cove, joining its portfolio of brands such as Locke and Saco.

Cove is described as embodying “the notion of flexible living” and combines “thoughtful design with future-facing technology”. The apartments are targeted at both corporate clients looking for extended stays, and leisure travellers who want self-contained, spacious and flexible accommodation.

Every apartment will include fast, private wifi, fully fitted kitchens and living rooms, ergonomic seating and workspaces.

Eight of the group’s existing Saco properties are being transformed into the Cove brand – these are located in Reading, Nottingham, London (Covent Garden, The Cannon, St Martin’s Lane), Cardiff, Bristol (West India), and Manchester. These will feature new fixtures and furnishings, and a digitally focused guest journey.

The first full Cove opening is a new acquisition in the Liverpool One development. Cove Paradise Street includes 77 contemporary one- to three-bed apartments with views of Liverpool city centre and a large communal courtyard.

Stephen McCall, CEO of Edyn, commented:

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

Steven Haag, Managing Director of Cove, added:

“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. Cove will embrace new ways of living, offering travellers security, comfort and sanctuary, which is aligned with Edyn’s ethos and vision.”

The group’s Locke brand recently opened its first property outside of the UK, located in Dublin. A second Dublin property will open in August in the city’s Docklands area, along with a property in Cambridge in October, and two forthcoming aparthotels in Munich.