Corporate Housing Factory and its parent company, HSNGGRP (soon under a new name), announce a strategic leadership transition to accelerate growth and innovation.
As part of our long-term strategy to strengthen our position as a leading hospitality real estate company, Corporate Housing Factory is making a significant organizational transition. Founders and managing directors Jouke Baaima and Michael Berendsen will now focus more on working on the company rather than in it, laying a stronger foundation for future growth and innovation.
To support this evolution, Corporate Housing Factory, part of HSNGGRP (Housing Group), is expanding its leadership team by appointing four new directors, each bringing valuable expertise to advance our key business areas:
- Eva van Zijl – Director of Finance & HR
- Lisette Sprangers – Director of Strategy & Business Development
- Eva Valkhoff – Director of Creative & Brand
- Nayton Craig – Director of Sales
This transition enhances our organizational agility, mitigates risks, and creates a more scalable business model as we continue to grow. Strengthening our leadership team will also increase our capacity to navigate market changes, seize new opportunities, and maintain our growth trajectory – a strategic move aligned with our ambition to become a key player in the hospitality real estate sector.
In line with this evolution, we are preparing further initiatives to expand our proposition and reach a broader array of target audiences. While our immediate focus is on bolstering our leadership, additional enhancements to our brand strategy and market approach will be announced in due course.
Jouke and Michael emphasize the importance of this shift:
“This transition marks an exciting new chapter for our company. We look forward to the opportunities ahead as we build an innovative, future-proof organization together with our strong team of directors. With this strategic shift, we reaffirm our commitment to excellence in the flexible housing industry and lay the foundation for sustainable, long-term success.”
About Corporate Housing Factory & HSNGGRP (Housing Group)
Corporate Housing Factory is a leading provider of premium serviced apartments in the Netherlands, offering tailored solutions for international professionals. As part of HSNGGRP — a forward-thinking hospitality real estate group — we help redefine modern living. With a strong focus on flexibility, community, and hospitality services, HSNGGRP develops innovative concepts that blend living, working, and connecting for diverse groups, from corporate travellers and internationals to starters and seniors.