11/03/2019

Accor and sbe launch a new brand: The House of Originals

news-main-accor-and-sbe-launch-a-new-brand-the-house-of-originals.1552134180.jpg Photo credit: The Shore Club Miami Beach

The House of Originals will operate upscale lifestyle properties

The House of Originals is the new upscale brand launched by sbe, which defines itself as "a collection of luxury hotels that are individually special to the city in which each resides."

It will initially include five properties in the United States and around the world, including Sanderson and St. Martins Lane in London, 10 Karakoy in Istanbul, and the Shore Club in Miami Beach.

Sam Nazarian, Founder & CEO of sbe: "At sbe we are always looking to create memorable experiences. […] I am proud to partner on this project very closely with the Accor team and Gaurav BHUSHAN, Accor’s Head of Global Development, who will provide us invaluable support in helping us create a truly international suite of properties.”

Gaurav Bhushan, Chief Development Officer Accor: “The lifestyle market continues to grow rapidly and has one of fastest growth rates in the industry. Accor has had very strong acceleration in the lifestyle sector and now offers the widest portfolio, with 10 brands to be developed internationally from economy to luxury. The House of Originals is the perfect combination of sbe’s know-how in entertainment and F&B, and will benefit from Accor’s global platform, particularly in terms of distribution, loyalty and network development."

This creation follows the purchase of 50% of sbe's shares by Accor in 2018 - the remaining 50% will still be held by Sam Nazarian. It was then agreed that sbe would remain an independent luxury operator while gaining access to Accor's distribution platform.

The new brand The House of Originals will join Accor's portfolio, which is currently expanding rapidly. Just yesterday, the French group announced the launch of TRIBE, another lifestyle brand.

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