SilverDoor and Synergy Global Housing to Merge Operations Under Joint Venture
SilverDoor’s shareholder, Habicus Group (Habicus), and Synergy Global Housing’s parent company, The Ascott Limited (Ascott), announced that SilverDoor and Synergy will combine operations and unify their brands.
Both companies operate in the serviced apartment, corporate housing, and extended stay accommodation sectors. The merger aims to expand into new markets and increase investment in technology. The joint venture will be led by Habicus, with Ascott holding a strategic interest.
Following an integration period expected to finish in early 2026, the combined group will operate under the SilverDoor entity with two brands: ‘SilverDoor’ for global agency services and ‘Synergy by SilverDoor’ for corporate housing management. Synergy by SilverDoor will operate branded apartments in the United States, Ireland, and the United Kingdom, with further expansion planned.
The global agency will offer broader coverage and improved online booking tools, while supply chain partners will connect through a single platform. The two brands will differentiate between managed properties and those sourced through partners.
SilverDoor Founder and Executive Chairman Marcus Angell and CEO Stuart Winstone will lead the business. It will be headquartered in London, employ over 450 staff, and maintain operations in 16 cities across nine countries.
Marcus Angell said: “This is a strategic step toward our growth plans. Synergy’s operations complement ours geographically, and uniting the two companies strengthens our overall offering. We appreciate the collaboration with Synergy’s co-founders and the partnership with Ascott.”
Stuart Winstone added: “Combining our supply chains will provide clients with more options and enable us to develop tailored accommodation solutions where needed. We value the business Synergy has built and look forward to integrating its capabilities into our operations.”
After the integration, Synergy’s founders Henry Luebbert and Jack Jensky will retire.
Jack Jensky said: “This merger will broaden services, expand property offerings, and strengthen technology solutions for clients. I look forward to seeing the combined company’s future progress.”
Kar Ling Wong, Chief Strategy Officer of Ascott, said: “The merger brings together two established platforms, creating opportunities for growth and enhancing our position in the extended stay sector.”
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