The Choices Group has announced the acquisition of The Apartment Company in Bath, marking the seventh purchase in its current expansion programme as continuest0 build a national lettings platform.

The Apartment Company is a well-established agency in Bath. Founder Peter Greatorex will retain ownership of the sales arm of the business, while the lettings operation moves forward under the Choices umbrella.

Simon Shinerock, founder and owner of the Choices Group, described the purchase as “another step in a carefully planned journey rather than a race for scale”.

“Bath is a prime market with discerning landlords and tenants,” said Shinerock, who until January of this year also co-owned the ValPal Network.

He continued: “The Apartment Company has built an excellent reputation, and we are delighted to continue that legacy while bringing the benefits of our wider platform and operating model.”

“When we acquire a lettings portfolio, we are not simply inheriting management fees,” he added. “We are able to enhance the economics of that portfolio through our model. That added value allows us to be more competitive when agreeing terms with sellers, because we’re not stripping cost out – we’re building revenue and resilience in.

The acquisition of The Apartment Company strengthens Choices’ footprint in the South West and signals continued momentum in its national growth strategy. With seven acquisitions now completed under the current programme, the Group says it “remains open to discussions with independent agency owners who are considering partnership or exit”.

“As always, the best outcomes start with a conversation,” Shinerock added. “Our aim is not simply to build a larger business, but to build a better one – for landlords, tenants and the agency owners who choose to join us.”