Folllowing this decision, the developer has launched two new divisions — Evolution, which will focus on co-living, and Mast, which will work on high-end BTR.
Evolution will aim to be a market leader in this space, and offer accommodation with high-end finishes and a focus on health and wellbeing.
Its schemes will boast a mixture of amenities that will vary by location, but is likely to include gyms, bars, private dining, and cinema rooms.
BTR brand Mast will also replicate the approach to design and build quality that Southern Grove takes across its developments.
According to Southern Grove, it is already building a pipeline of projects to expand its focus across the two market areas.
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A number of sites have already been identified around the UK that will deliver around 1,000 units under each of the two new divisions for 2021 and 2022, with further announcements to follow in the new year.
The developments will be design-led by Tim Barrett, who has previously worked for Marriott and Radisson hotels.
Andrew Southern, chairman at Southern Grove (pictured above), said: “Entering the BTR and co-living sectors means Southern Grove will have a presence across all the main residential property classes, and a new focus on two of the fastest growing products in the market.
“We are determined to replicate the success we have enjoyed in the student accommodation sector, where we have supplied a disruptive high-end product and a value proposition that ensures our revenue is protected across economic cycles."