Serviced apartment provider will offer two brands
SilverDoor’s shareholder, Habicus Group (Habicus), and Synergy Global Housing’s parent company, The Ascott Limited (Ascott), have announced that SilverDoor and Synergy are to combine their operations and unite their respective brands.
Both businesses operate in the serviced apartment, corporate housing and extended stay accommodation sectors. By coming together, said the announcement, the merged business will accelerate growth into new markets and pool investment into technology. The newly formed joint venture will be led by SilverDoor’s owner Habicus, with Ascott holding a strategic interest.
Following a brief integration period, set to complete in early 2026, the combined group will operate under the SilverDoor entity with two key brands: SilverDoor for its global agency services, and Synergy by SilverDoor for its global corporate housing management business. Synergy by SilverDoor will operate its own branded apartments in core markets across the US, Ireland and the UK, with further international expansion planned.
The combined business will be led by SilverDoor founder and executive chairman, Marcus Angell and current CEO Stuart Winstone. It will be headquartered in London, employ over 450 people and maintain operations in 16 cities across nine countries.
Angell said, “SilverDoor has set an ambitious growth target and business plan for the next five years,” and this announcement “marks the first strategic step towards our growth goals.” He added, “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.”
Stuart Winstone, CEO of SilverDoor, said his company “is building the world’s leading hospitality marketplace for serviced apartments and extended stay accommodation.” Complementing its global agency business, he said, Synergy by SilverDoor “will meet demand for serviced accommodation in locations where it either doesn’t exist today, or where existing options don’t meet a particular client need.”
Kar Ling Wong, chief strategy officer of Ascott, said: “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.”
Following a period of transition and integration, Synergy founding partners Henry Luebbert and Jack Jensky will retire from the business.
