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SPG Announces Helen White as Managing Director of Affinity Living

Select Property Group’s Brand Director Takes Top Role

28th February 2017 – Brand and Communications Director of Select Property Group, Helen White, has today been announced as the Managing Director of the Group’s PRS (Private Rented Sector) brand, Affinity Living.

The announcement comes at a pivotal period of growth for Affinity Living as the ambitious brand is scheduled to deliver over 1800 apartments in Manchester over the next three years with a combined GDV of £644m.

Using its experience of creating award-winning property brands that redefine the markets they operate in, Select believes Affinity Living will be the holistic solution that the UK’s private rented sector urgently requires.

As well as its three landmark 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.

Helen has worked for Select since 2013 and has been intrinsic to the creation of each of the Group’s brands, including its award winning Vita Student product. Using Select’s formula of focusing on the end user customer and following intensive research into the target audience, she has been heavily involved in the creation of Affinity Living.

Talking about Helen’s appointment, Mark Stott, CEO of Select Property Group, said:

“Affinity Living will be our third brand to launch and I’m confident it will deliver exactly what the rental market needs. I’m looking forward to seeing Helen and her team deliver this outstanding product and instilling Select’s commitment to customer experience throughout the business.”

With experience of running a PR consultancy, as well as gearing a technology company for growth and acquisition, Helen is looking forward to the challenge ahead.

She 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.

“Affinity Living will be an amazing place to live and I’m hugely excited about the challenge and opportunity.”

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