Cheval Collection launches new serviced apartment brand

Cheval Collection has launched a new urban lifestyle serviced apartment brand, My Locanda, as it continues to work with real estate developers, HNW individuals and other investors, to expand across the UK, Europe and Middle East. 

The launch of its latest brand will take Cheval Collection to three brands in total, with My Locanda joining Cheval Maison and Cheval Residences. 

The serviced apartment group described the brand as “upscale to upper upscale with service levels customised to the needs of the modern, discerning traveller, and representing a more affordable price point for guests and investors”.

The typical property within the brand will include 20% studio units, 20% one-bedroom units and 60% studios with sofa beds, making it suitable for both long and short stays.

The brand will reportedly centre around the accommodation, supported by a “strong” F&B offering and The Lounge, a community space open to guests and local residents. It will look to “blur the lines” between hotels and serviced apartments, with communal kitchens and the ‘Wall of Curiosity’, allowing residents and locals to borrow and loan items sourced from the community during their stay.

Mohammed Almarzooqi, managing director, Cheval Collection, said: “In December 2018 we announced our vision for Cheval Collection to expand beyond key cities in the UK and to take on new management contracts both in the domestic and overseas markets. The launch of our exciting new brand, My Locanda, demonstrates that vision coming to life, and we are already talking to many developers and investors about future locations.”

Daniel Johansson, director of development and acquisitions, Cheval Collection, said: “The serviced apartment market continues to evolve, and we are thrilled to be launching My Locanda and meeting growing demand from guests for stylish, design-led apartments where they can feel part of the local community.

“We have been developing My Locanda for several years as the perfect partner to our existing set of brands. It is important for us to launch My Locanda to underscore our commitment to this new and exciting phase in our growth and the evolution of the serviced apartment sector.”

He added: “We are in talks with a number of different investors about the growth of My Locanda, alongside our existing brands with an ambition of multiple properties worldwide.”

The company is looking at new-build projects as well as conversions and refurbishments. 

“My Locanda will appeal to those with an independent, youthful mindset travelling for leisure or business, solo, as a family or in groups of friends keen to find a stylish city base where they can engage with the local scene. Longer stay residents could include students, those relocating for business or those wanting a regular address in the city.”