Select Property Group has promoted brand and communications director Helen White to managing director of its PRS brand, Affinity Living.
Affinity is scheduled to deliver over 1,800 flats in Manchester over the next three years with a combined gross development value of £644m.
As well as its three sites in Manchester, Riverside/Riverview (next to the Lowry Hotel), Embankment West (part of the Greengate regeneration scheme) and Circle Square (on Oxford Road), Select is also considering further sites across the UK as well as in Dubai.
White has worked for Select since 2013 on each of the group’s brands, including its Vita Student product. She has also been heavily involved in the creation of Affinity Living.
Mark Stott, chief executive of Select chief executive Mark Stott said: “Affinity Living will be our third brand to launch and I’m confident it will deliver exactly what the rental market needs.”
White said: “Affinity Living caters for a generation of young professionals who don’t view renting as a second-tier option but consider it a lifestyle choice. They are sociable, collaborative, digital natives who choose to consume, not own.
“All of these charactersitics have helped shape the brand, creating buildings that encourage community rather than the closed door culture synonymous with traditional apartment living.”
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