UK developer and property investor Miflats has launched a new private rented brand, Miflats, which it intends will become a major player in the professional private rented sector in the UK. The newly formed brand promises to deliver a level of service and flexibility into the rental market, similar to that prevalent in the upper levels of the US home rental market.
The launch comes as Criterion readies its first private rented schemes, with projects including up to 2,000 flats in the planning stage. The company says it has a pipeline of around 10,000 units for delivery by 2020, and will establish Miflats as one of the most active landlords in the PRS.
“The landscape for the private rental sector is changing apace and being a passive investor is no longer an option,” said Iain Murray, director of PRS at the company. “The launch of the Miflats brand has been brought about by consumer demand for a rental product and service that suits their lifestyle. We have responded with a consumer facing brand and service that redefines the landlord/tenant relationship and brings it into the 21st century.”
Criterion’s private rented pipeline includes:
former Ford offices at Trafford House, Basildon where permission has been sought to convert the building to create 384 flats
Canterbury House, Astral House, 5 Bedford Park and Delta House in south London, which the company purchased with the intention to convert to flats for rental
East India Dock in London’s Docklands, where 1,500 flats are planned through the conversion of four existing office buildings – one of which is currently the town hall for Tower Hamlets council.
Criterion Capital has property development and investment interests across London, with its most famous asset being the Trocadero building on London’s Piccadilly Circus, where the company recently announced it will be creating the largest Ibis hotel in the UK.