Signature Living's Bling Bling building in Liverpool has been sold to a growing aparthotels company.
Prestige Stay Apart Hotels, which was only launched following the end of the first national lockdown in July, has made the acquisition ahead of "impressive expansion plans" it has for 2021 and 2022.
The firm, part of Liverpool pub, bar and nightclub operator JSM Group, purchased the building for an undisclosed fee in August - and will rebrand it to 'Bling Prestige Stay'.
The gold-clad Hanover Street landmark was previously home to the famous Herbert of Liverpool hairdressing salon before being bought by Lawrence Kenwright's firm in 2017.
It's set to open next year, and general manager Louise Riley said: “The team at Prestige Stay are moving towards the festive season fully prepared to follow guidelines and also with a huge sense of positivity.
"We have launched in a popular and resilient city known as a centre of culture, wonderful attractions and the love of a great party, of course.
"All of our sumptuous properties provide guests with something we have become more accustomed to in 2020: a sense of home.
"We also want our guests to see their stays with us as a luxurious treat, too, and our Stanley Street office is open and waiting to book guests in.
"Over the next two years we look forward to expanding further, establishing Prestige Stay as the premier brand in Liverpool for stylish stays.”
The purchase adds to JSM's growing portfolio of hospitality venues around Liverpool, which includes McCooleys, Rubber Soul, The Old Bank, Smokie Mo's, Einstein, Legends and Level.
Prestige currently has a stable of six 'luxury' apartment blocks across Liverpool city centre in Stanley Street, Mathew Street, Castle Street and Lord Street.
Featuring a glass facade and metal projection, the building will be "transformed" next year, with apartments to accommodate between one and 17 guests.
Signature Living was contacted for a comment.
