Salboy Launches New Boutique Aparthotel Brand, Hidden

Salboy Group, the Manchester-based property development and funding firm founded by Simon Ismail and Fred Done, has officially entered the luxury hospitality sector with the launch of its new boutique aparthotel brand, Hidden. The brand is specifically designed to cater to premium travellers by combining the privacy and independence of a luxury apartment with the service levels of a high-end hotel. CEO Simon Ismail noted that the move reflects a strategic ambition to transition from a developer of residential homes and partner to global brands into an independent hospitality operator.

The Debut: Hidden St Ives

The brand will make its official debut in mid-May 2026 with the opening of Hidden St Ives in Cornwall. Developed on the site of a former hillside hotel just a ten-minute walk from the town centre, the project features 18 two-bedroom apartments, each boasting a bespoke interior design. To capitalise on the stunning coastal environment, 16 of the units are equipped with private terraces, and more than half include outdoor hot tubs. The property is positioned to provide private, restful, unplugged stays while maintaining proximity to St Ives' famous beaches and art galleries.

Elevated Service and Operational Standards

Despite being an apartment-led format, Hidden focuses heavily on premium guest services to distinguish itself from traditional holiday lets. The debut Cornwall site will offer several flagship amenities, including:

• 24-Hour Concierge: An on-site management team to assist guests upon arrival and throughout their stay.
• Hotel-Level Housekeeping: Services operated at a frequency typically reserved for luxury hotel chains.
• Chauffeur Service: A local transport option available to ferry guests to the town's upscale restaurants, local boutique shops, and coastal landmarks.

Strategic Roadmap for Nationwide Expansion

The effort to grow the Hidden portfolio is focused on target markets across the UK that feature high-yield potential. Following the Cornwall launch, the group has already identified London and Manchester as key urban expansion zones for future Hidden projects. The business model involves Salboy developing the properties in partnership with local construction experts, while daily operations will be managed by established hospitality professionals with extensive local experience, ensuring the brand maintains a high standard of delivery and quality as it scales.

Market Context and Brand Evolution

The creation of Hidden follows a series of operational milestones for the Salboy Group, which has successfully developed thousands of premium homes and serviced apartments. By identifying an unfulfilled gap in the UK holiday rental market, Salboy is leveraging its balance sheet to provide an end-to-end hospitality asset class. As the brand looks to unlock more unique destinations across the country, it reinforces the group's broader commitment to investing, managing, and innovating within the evolving landscape of modern urban and leisure real estate.

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