Generator said the Freehand properties will function in parallel with its existing portfolio and presents “valuable opportunities” to strengthen Generator’s presence in North America.
Alastair Thomann, CEO of Generator, said: “One of Generator’s key principles is to constantly provide the best and most innovative experience to the modern traveller, wherever they go. With Freehand’s strong brand identity and overwhelmingly positive reputation in the U.S., the addition of their hotels to the Generator portfolio is a natural fit for us.
“Not only is this acquisition of great strategic importance to our Company, it will also allow both brands to reach new audiences and serve guests in new and unique ways.”
In 2018, London-based Generator launched its inaugural North American property in Florida’s Miami Beach. Since its inception in Europe in 2011, Generator has grown into an award-winning brand, earning popularity with design-driven properties in major European hubs.