Residential Assisted Living Operator Majestic Residences Acquires Avendelle, 17 Properties

Residential assisted living operator Majestic Residences has acquired Avendelle Assisted Living properties, and now the company is focused on integration and growing its brand presence.

The acquisition of North Carolina-based Avendelle’s 17 residential assisted living properties helps position the franchise for “Majestic Residences 2.0” by creating more scale and further growing the Majestic brand, according to Majestic Residences CEO Chuck Bongiovanni. The deal brings the company’s total number of residential assisted living properties to 34.

Prior to the acquisition of Avendelle, Bongiovanni said Majestic was growing slowly, adding new franchisees to the roster, but the Avendelle acquisition helped grow the company quickly in one fell swoop.

Bongiovanni founded Majestic Residences in 2020 after leaving senior placement franchise Care Patrol to build the company’s franchise residential assisted living model. Bongiovanni said Majestic and Avendelle leadership had previously discussed a potential acquisition in 2022, but didn’t execute on the plan until this year.

The acquisition of Avendelle’s residential assisted living properties “made sense” because it provided new scale quickly, as rising home prices had slowed Majestic’s franchisee growth, Bongiovanni said.

“This is a complete reset,” Bongiovanni told Senior Housing News. “It made sense to finally make this deal happen and it really matched perfectly when we took a serious look at this.”

Bringing on Avendelle properties also helps grow Majestic’s back-end support, Bongiovanni said, with all staff remaining on after Majestic purchased the contracts of the residential assisted living properties. For example, Avendelle brings a structured sales team to Majestic to expand the company’s ability to sell and acquire new properties and build new franchisee partnerships.

Avendelle Assisted Living Founder Esther Cromwell, died in May of 2025, and Bongiovanni said he wanted to honor her entrepreneurial legacy through the acquisition.

“We want to make sure that the Avendelle values are represented and we don’t want to change that through this acquisition,” Bongiovanni said. “Esther and myself had the same philosophy on homes, so we want to honor her.”

In 2026, Bongiovanni said new growth opportunities are ahead for Majestic, noting the company has approximately 10 new franchisee sites identified to close later this year. Another emerging growth area is interest from active adult and independent living developers seeking out residential assisted living components within their master planned communities, Bongiovanni said.

While new growth is exciting, Bongiovanni said the main priority this year is integrating new communities into the Majestic brand, helping these communities get onboarded onto technology platforms the brand runs on.

The integration effort is a great time for a “rebirth of our philosophy” on prioritizing caregivers and their roles in operations in residential assisted living properties, Bongiovanni said. That means reworking the tour process to be reflective of daily community life with caregivers at the center of the tour.

“This is about showing the experience and our caregivers are so important to our communities we want the process to reflect that,” Bongiovanni said.

Through the integration of new communities, Bongiovanni said there was an opportunity this year to reinforce brand standards for Majestic, bringing on new properties that can still offer unique local flair while being part of the broader system of Majestic communities.

But maintaining that uniqueness at the local level is important because it allows communities to tailor programming and operations. For example, one Majestic community has a sensory butterfly garden where residents grow caterpillars into butterflies and then release them into a butterfly enclosure on the premises for residents to enjoy. Another includes a community bringing in a Shetland pony for enrichment.

“We’re always open to new ideas and if it works we want to make sure these things can grow across the whole system,” Bongiovanni said.

To maintain branding, Bongiovanni said staff would focus on expanding marketing strategies to be more cohesive and standardized, rather than decentralized and differ at each community. As part of the acquisition, Majestic is hiring a full-time marketer for all communities to nurture referral sources and assist when communities struggle with census turnover.

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