Accor and SBE launch The House of Originals brand of lifestyle hotels

Accor and SBE has announced the rebranding of a number of luxury, lifestyle properties within its jointly owned portfolio of 20 hotels.

The House of Originals is the name of the new overarching brand for the previously unbranded collection of hotels which includes the Sanderson and St Martins Lane in London, 10 Karakoy in Istanbul, and the Shore Club in Miami Beach. The hotels will sit alongside SBE's branded hotels that include Mondrian, the Redbury, Delano and SLS.

Accor bought a 50% stake in US-based hospitality company SBE in October 2018 in a $319m (£244m) deal.

Sam Nazarian, founder and CEO of SBE, said: "At SBE we are always looking to create memorable experiences. The House of Originals will create a community and network of unique global 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. 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 flavor into the Accor portfolio."

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