PegasusLife, Anthology and Renaissance Retirement have announced plans to merge and create a new residential developer called Lifestory.
The developer will target buyers at every stage of their lives, from first-time buyers to older homeowners looking to downsize.
The business will be led by retirement home provider PegasusLife’s chief executive Mark Dickinson (pictured). It will be funded by Oaktree Capital Management, the majority owner of PegasusLife and Anthology.
The developers currently have 50 projects and will seek to double this within three years.
Lifestory will operate across three regions, with three regional managing directors reporting to Dickinson.
PegasusLife chief operating officer Marc Evans will lead the South and South West. PegasusLife regional development director Mike Gill will take the North and the Midlands. Anthology managing director Steve Bangs will lead London and the South East.
Dickinson said: “We have created Lifestory to bring together three strong customer-facing brands that will deliver on our goal to transform customer experience when buying a new home, whatever stage of life our customers are at.
“The combined regional companies have been rebranded Lifestory; however, we will continue to trade to our customers through our sub-brands. This flexible approach allows us to address the needs of different customers and communities across the country.”
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