21 Elders Lifestyle offices break away, rebrand as ‘Lifestyle’

A network of 21 Elders Lifestyle offices has announced a major rebrand, stepping away from their previous affiliation to operate under the new identity, Lifestyle.

The move is positioned as a key milestone in the company’s ongoing expansion, with a team of over 200 employees, a portfolio of 8,000 rental properties, 500 holiday management properties, and more than 1,000 sales totaling $830 million in 2024.

The transition marks a fresh chapter for the business, reinforcing its presence in the real estate sector.

Lifestyle CEO David Gray said the rebrand represents the evolution of the company over the past eight years and signals a new era of growth and innovation. Mr Gray explained that the group had grown to a scale that no longer aligned with a franchise model, with 21 offices across the state.

“This rebrand represents the evolution of our company over the past eight years,” Gray said. “We are embracing this next stage with a strong focus on growth, adaptability, relationships, and a commitment to high energy and innovation.”

He highlighted that client relationships remain central to the company’s mission.

“Our clients are at the heart of everything we do, and we are grateful for their trust. We look forward to continuing to serve them while strengthening our impact in the communities we operate in.”

Jonathan Maggs, Head of Brand and Client Experience, described the updated brand identity as a reflection of the group’s ongoing transformation.

“This isn’t just a visual change—it represents our journey and our dedication to delivering outstanding service,” Maggs said.

“We want to build stronger connections with diverse communities while maintaining the exceptional, personalised service that our company is known for.”

As part of the rebrand, Lifestyle will roll out new signage, updated marketing materials, and a refreshed digital presence to align with its renewed vision.