“A new lifestyle flavour into the Accor portfolio”

sbe has announced at the Berlin Hospitality Conference, the launch of its new luxury global brand The House of Originals in partnership with Accor.

Following the announcement of its new brand called TRIBE, Accor has unveiled another new brand, this time together with sbe, a hospitality company which is 50% owned by Accor.

The House of Originals is a luxury collection of properties which will aim to create a community for its guests, focusing on luxury experiences and sbe’s culinary and mixology offerings.

“We are always looking to create memorable experiences”

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, Accor’s head of global development, who will provide us invaluable support in helping us create a truly international suite of properties.”

Following the acquisition of Morgans Hotel Group, in partnership with AccorHotels, sbe has a global portfolio which will see 29 hotels and over 180 global world-renowned culinary, nightlife and entertainment venues by the end of 2019.

“A new lifestyle flavour into the Accor portfolio”

Gaurav Bhushan, chief development officer at Accor, said: “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.”