EXCLUSIVE: Care providers target untapped assisted living market

Matt Lowe, LNT Group CEO

Leading care providers are increasingly targeting the relatively untapped, private-pay focused assisted living market in the UK.

Speaking at this week’s Knight Frank conference in Leicester, John Strowbridge, Managing Director of Avery Healthcare, said: “Assisted living is the way we are looking, going forward. We need to develop facilities where people want to go there by choice rather than necessity.”

John said that by targeting the private assisted living market, Avery would be able to avoid regulatory red tape as well as inadequate local authority fees.

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The Avery boss said the provider needed to make local authority provision a smaller element of its service.

John said Avery was focusing on a rental model at its Hawthorns Retirement homes.

Hawthorns currently operates three services in East Sussex, Sussex and Somerset, and is rolling out a further site in Northampton in early 2018.

Hallmark Care Homes has, meanwhile, submitted its first assisted living planning application in Brentwood, Essex.

“In order to meet and exceed the needs and expectations of our customers in the future, we have to be creative and innovative,” Avnish told CHP at this month’s Care England conference.

Matt Lowe, CEO of LNT Group, (pictured) said he was currently in talks with a range of care providers about the roll out of a new phase of assisted living designs.

“There is definitely a market opportunity for us in the assisted living mid-market,” told CHP.

“It is an area that is not very well served across many parts of the UK.  There is currently good provision at the higher-end of the market but that is geographically concentrated mainly in the South East.  The LNT method of creating a set-piece design, which can be built efficiently, provides a sustainable and attractive business proposition across a broader range of locations, which in turn means we can bring a desirable product to market at a mid-price point whilst retaining a high quality finish.”

Matt said LNT believed its typical offer would be a model with a mix of 55-80 one or two bedroom apartments.

The LNT CEO said delivering assisted living sites also offered more opportunities for land purchasing as it would allow more mixed use services with their care home developments on larger sites of up to five acres.

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