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New luxury hotel brand from sbe in its partnership with Accor, The House of Originals, will comprise a collection of lifestyle hotels. The brand will include the Sanderson and St. Martins Lane in London, 10 Karaköy in Istanbul, and the Shore Club in Miami Beach.

This rebrand marks an inflection point for these properties, according to sbe. The House Of Originals collection will undertake rapid but strategic growth and already has in its pipeline five new domestic and international locations.

“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,” says Gaurav Bhushan, chief development officer of Accor.

Photo, St Martins Lane Hotel: Courtesy of sbe
 

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