Asif Aziz’s Criterion Capital has launched Miflats as its burgeoning private rented sector business grows.
The investor, which has portfolio of 2,000 PRS flats in various stages of planning, said that the Miflats brand was based on a service-driven concept popular in the USA. Criterion said the hallmarks of the brand would include flexibility of tenure, allowing tenants to up and downsize as required.
Criterion’s PRS director Iain Murray said: “The landscape for the private rental sector is changing apace and being a passive investor is no longer an option. The launch of the Miflats has been brought about by consumer demand for a rental product and service that suits their lifestyle. We have responded with a consumer facing brand and service that redefines the landlord/tenant relationship and brings it into the 21st century.”
Criterion is aiming to deliver as many as 10,000 PRS flats by 2020.
samantha.mcclary@estatesgazette.com
