SilverDoor has launched Synergy by SilverDoor as a new brand for its portfolio of serviced apartments that the company directly manages.
The move follows the merger between serviced apartments agency SilverDoor and corporate housing specialist Synergy Global Housing, which was announced in August 2025 and then completed in April.
Synergy by SilverDoor is launching with properties in London, Dublin, New York and California’s Silicon Valley, with plans to expand the portfolio to “major business centres” across the US and Europe. It will be led by chief product officer Leslie O'Brien.
In a statement, SilverDoor said all apartments under the new brand are leased and operated directly by the company under a “single in-house benchmark” covering arrival preparation, moving in, in-stay support and departure.
Stuart Winstone, SilverDoor’s CEO, added: “We’ve been advising operators on how to refine their product for the corporate market since 2000; we had the opportunity to apply everything we have collectively learned about what a great corporate stay requires, and to build something from the inside out.
“We’re already trusted by the world’s leading companies; extending that trust from enquiry to full guest experience is a significant step in our growth, and one we are excited to deliver on.”
The company said that the new brand complements SilverDoor’s agency model by offering a “directly controlled inventory tier”.
“When clients require additional control, dedicated housing solutions or accommodation in high-demand markets, Synergy by SilverDoor steps in: taking leases, individual units or entire buildings to deliver exactly what the programme requires,” explained SilverDoor in its statement.