London, UK-focused home sharing service Vive Unique will become Veeve following Smedvig Capital injection of $5.2 million.
The Series A investment comes 18 months after an initial $5.2 million was put into the high-end business, also from Smedvig Capital.
The company says since it launched ahead in 2011, ahead of the London Olympics, over 1,000 property owners have signed up to the service.
The total overall portfolio is claimed to be worth of over $1.5 billion.
The rebranding has coincided with a major overhaul of its senior management team, including the appointment of Generator Hostels executive chairman and former Opodo and British Airways exec, Carl Michel, who joins as chairman.
Other changes:
- Matt Knight as chief marketing officer (ex-ASOS and Ocado)
- Joe Warren-Meeks as chief technology officer (ex-Encore Tickets)
- Lex Kereng as operations director (ex-McKinsey)
- Andrew Parker as chief financial officer (ex-Badoo and PwC)
Co-founder Jonny Morris remains as the company's CEO.
The capital-raising will be used to support its marketing efforts as well as developing a "mobile logistics platform" and other customer experience services.
Smedvig has previously invested in Zipcar and Streetcar (eventually bought by Zipcar) in the travel sector.