Accor and Sbe launch luxury soft brand: The House of Originals

The House of Originals includes four hotels, with five more in the pipeline across the world

Sanderson, London
Sanderson, London

Following the launch of Tribe, Accor's new midscale lifestyle brand, the operator and sbe have partnered to launch luxury lifestyle brand: The House of Originals.


The soft brand collection will include the Sanderson and St. Martins Lane in London, 10 Karakoy in Istanbul, and the Shore Club in Miami Beach. These were hotels originally branded as 'A Morgans Original', which sbe acquired through its merger with Ian Schrager-founded Morgans Hotel Group. Accor has confirmed there are five more in the pipeline.

Sbe founder and CEO Sam Nazaria said in a statement: "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."

Bhushan commented: "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 flavor into the Accor portfolio.”

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