Primelife brand is buried by Lend Lease. Is this a corporate risk?

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The best known brand in the village sector, Primelife, has been quietly buried by its latest owner, Lend Lease. Melbourne village pioneer, Ted Sent, built Primelife up to 3,950 ILU’s. He then sold to corporate investor Babcock & Brown, who rebranded the villages Babcock & Brown Communities. The GFC hit them and Lend Lease progressively stepped in, rebranded the village operations as Lend Lease Primelife. With 100% ownership and 12,000+ residents, they will simply be known as Lend Lease villages. With the increasing village resident militancy across the country, 32 aged care facilities including 9 co-located, is there is a real potential of negative media exposure and risk for Lend Lease’s brand?

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The Weekly SOURCE is the leading media for retirement living and aged care businesses, delivering sector-specific news through four mastheads. Operating as part of The DCM Group, The Weekly SOURCE also provides a directory of proven sector specialists and an insights exchange.