Hotel Brands

SBE launches new global lifestyle brand

SBE, the international hospitality group that develops, manages and operates global hospitality brands, has launched a new luxury global brand in partnership with Accor.

The House of Originals is a luxury collection of properties which will include the Sanderson and St. Martins Lane in London, 10 Karakoy in Istanbul, and the Shore Club in Miami Beach.

SBE said the new brand aims to “create a community for its guests, predicated on luxury experiences and centered around sbe’s iconic culinary and mixology offerings”. SBE added that Accor will be critical in establishing the brand internationally by offering its customers and partners access to an “unparalleled” global distribution and procurement infrastructure.

Sam Nazarian, founder and CEO of SBE, said: “At SBE we are always looking to create memorable experiences. The House of Originals will include our existing incredible destinations, the Sanderson, St Martins Lane, Shore Club and 10 Karaköy and create a community and network of unique global properties.

“I am proud to partner on this project very closely with the Accor team and Gaurav Bhushan, who will provide us invaluable support in helping us create a truly international suite of properties.”

Gaurav Bhushan, chief development officer Accor, added: “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. With already five new hotels in the pipeline and an exciting pipeline underway in key gateway cities such as Dubai, London and Paris, this brand brings a new lifestyle flavour into the Accor portfolio.”

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