UK’s SAGA moving into the youthful (UK) retirement village space

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In Britain, SAGA is an institution. A commercial business that acts like a not for profit, it dominates the travel and insurance markets for people aged 50+. Think NRMA on steroids. Its magazine prints 11.5 million copies.

And now it is moving into UK retirement villages and we hear it is (confidentially) getting advice from Australia.

Its first toe in the water is targeting baby boomers who are still fit and healthy, offering a retirement village in Warwick with a gastro pub, personal trainors, a chauffeur driven Mercedes car for local shopping and the theatre, a 24 hour concierge and a restaurant that is open from breakfast ‘until late’

Their positioning statement: Working, retired or somewhere in between, discover a new way of living at Wadswick Green.

“‘Retirees are not well served in the housing market at present,’ according to Saga’s head of communications, Lisa Harris. Wadswick Green, with its focus on creating somewhere people “want” to live as opposed to somewhere they “have” to live, is offering something different.”

Oh, and it will still have home care available for its 248 apartments when complete.

Located 9 miles from Bath and 100 miles east of London, apartments are contemporary and priced from £294,000 for one-bed apartments, £375,000 for two-bed and £520,000 for three.

(The Australian connection will be revealed over the next few months).



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