Rezidor SAS Launches New Lifestyle Hotel Brand: Hotel Missoni

Worldwide License Agreement Signed With Italian Fashion House Missoni

BRUSSELS, Belgium, Nov. 28 /PRNewswire/ — Rezidor SAS Hospitality, the Brussels-based, multi-brand hospitality management company, has announced a worldwide license agreement with the Italian fashion house Missoni to develop and operate a lifestyle hotel brand of the same name: Hotel Missoni.

Rezidor SAS has concluded negotiations for sites for the new brand in the UK, mainland Europe, Russia, Asia Minor and the Middle East. Rezidor SAS plans to have the first three Hotel Missoni’s open in 2007, and expects to have at least 30 hotels open or under development by the year 2010. The development strategy for the brand will concentrate on both city center locations and resort destinations. Target destinations currently include London, Edinburgh, Copenhagen, Paris, Amsterdam, Frankfurt, Milan, Barcelona, St. Petersburg, Istanbul and Dubai.

Rezidor SAS and Missoni will collaborate with Studio Thun, the Milan-based architectural and design practice, headed by the renowned architect Matteo Thun, to develop the design for the hotels. The style of the hotels will reflect contemporary Italian lifestyle, with a particular focus on the guestrooms, bathrooms, bars, restaurants, spas and the complete service culture and environment.

Speaking at the signing 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 obtain our share of this fast growing and 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, a very identifiable look, and real family values. 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., said, “We are very, very protective of the Missoni business that my family has 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 and will work with and complement our fashion business, our Missoni Home collection and our new fragrance range that will launch in spring of next year.”

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