The company has furnished 18 apartments in central London including in Canary Wharf, Covent Garden, Holborn, Shoreditch and Holland Park, and it plans to grow this to 250 premium London apartments by the end of 2020.
It targets contractors and those on extended business trips who want a home-from-home, renting out fully-equipped serviced apartments for a minimum of 30 days, with an average stay of five months.
The properties are carefully selected and leased from landlords in residential buildings with concierge services. Each guest is given access to a Blueground app where they can request cleaning services, maintenance and fully-stocked fridges, for example, or simply ask for local advice.
Each apartment features high-speed WiFi, luxury linens and all mod cons.
“The launch of our first London apartments marks a huge milestone for Blueground. Our team has been able to develop strong relationships with real estate partners to provide properties in central and highly sought-after neighbourhoods in the city,” said Blueground’s CEO Alex Chatzieleftheriou.
“Through developing and leveraging our own proprietary technology, we have established a unique value proposition and approach to this emerging space in the market. We’re excited to bring that approach to London, and we anticipate that it will soon become one of our largest European markets.”
To date, the company has built a portfolio of more than 3,500 flats in twelve major cities, including New York, San Francisco, Los Angeles, Boston, Washington D.C., Chicago, Seattle, Paris, Athens, Istanbul, Dubai and now London.