Germany’s senior living market is entering a period of rapid expansion, driven by accelerating demographic change, improving affordability, and a shift away from traditional nursing home models, according to Kip Sloane, managing director at SCHÖNES LEBEN Group.
Speaking to Real Asset Media at EXPO Real 2025, Sloane said the fundamentals supporting premium senior housing in Germany are now firmly in place, creating what he described as a rare window of opportunity for both operators and investors.
“The market is a huge opportunity,” Sloane said. “We've got the right product, which is premium senior housing. Then we've got a huge demand accelerating [through] demographic change over the baby boomers.”
He added that affordability is a critical part of the equation, distinguishing Germany from other European senior living markets. “People can actually pay for what they seek,” he said. “That is, for me, a huge momentum in the market, because the market structure has been kind of stiff throughout the last decade. And it's ripe for change and more development.”
SCHÖNES LEBEN’s model focuses on premium living delivered as a central service, combining conventional rental housing with a wide range of on-site amenities. Apartments are unfurnished, typically around 70 sq m, and are designed to function as full private homes rather than care units.
Residents can access a broad service offering, including housekeeping, facility management, and a 24-hour concierge. “We offer all the services you can think of,” Sloane said. “We’ve got a restaurant, a bar, a cafe, and we have utility spaces like a fitness area. We've got a sauna, maybe a swimming pool.”
Care provision forms another core pillar of the concept, but Sloane stressed that SCHÖNES LEBEN does not operate nursing homes. Instead, care is delivered through mobile care and daycare services integrated into the residential environment.
“I do have to explain that it's not a nursing home and that there are alternatives to nursing homes, which is, from a perspective of a customer, extremely important,” he said. “They want something different than a classical nursing home in 90% of the cases.”
Once the concept is explained, it resonates quickly with residents and families, particularly when framed in a wider European context. “If one thinks of how do I want my Mum, my Dad, or myself to age, it snaps,” Sloane said. “I can just say, look at [integrated retirement communities] in the UK, just take a look over there, and then it's explainable.”
From a regulatory perspective, Sloane said premium senior living offers significantly greater operational flexibility than traditional stationary care. “If you go into premium senior living, you basically don't have this high regulation,” he said. While rent legislation applies, he noted that mobile care is subject to far lighter regulation than nursing homes.
“That makes it more flexible for me,” he said. “And I do have more niches for entrepreneurial freedom, which is always important on the operating side.”
Looking ahead, SCHÖNES LEBEN has a substantial development pipeline already in place. “We have six more projects which have already been contractually signed, and which we will open throughout the next three years,” Sloane said. “And we're aiming at 10 to maybe, if all goes right, 15 new sites within the next five years.”
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