Rezidor SAS launches new lifestyle hotel brand

Rezidor SAS Hospitality has announced that, following an agreement with the Italian fashion house Missoni, it will develop and operate a lifestyle hotel brand of the same name: Hotel Missoni. The deal will now see Rezidor SAS conclude on negotiations for sites for the new brand in the UK, mainland Europe, Russia, Asia Minor and the Middle East. The first three Hotel Missonis are expected to be open in 2007, with a further 30 expected to be open or under development by the year 2010. Speaking at the completion of the agreement, Kurt Ritter, President and CEO of Rezidor SAS, said: "We have been believers in this market segment for a long time now and this deal gives us the perfect brand to take our share of this fast growing, increasingly important, market sector. I'm particularly delighted because the deal with Missoni has grown into much more than just a deal. It's a relationship, a natural partnership, and that's the only way that a brand like this can truly develop. It's a very unique brand, with a great heritage and a very identifiable look. I'm sure when we launch in 2007, Hotel Missoni is going to create quite an impact on the market." Vittorio Missoni, Director of Missoni S.p.A., added his comments: "We are very protective of the Missoni business that my family have built, and we want to ensure that we never sacrifice the values of that business at the expense of quick, short term growth. We're sure that we have the right partners in Rezidor SAS and that they understand and will respect these values. We believe that hotels are a natural extension for our core brand." The design of the hotels will be developed through a tri-party team that will see Rezidor SAS and Missoni collaborate with Studio Thun, the Milan based architectural and design practice. The hotels will be reflective of contemporary Italian life. The development strategy for the brand will concentrate on both city centre locations as well as resort destinations. Target destinations include London, Edinburgh, Copenhagen, Paris, Amsterdam, Frankfurt, Milan, Barcelona, St. Petersburg, Istanbul and Dubai.

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