Hotel group Rezidor SAS has launched a new lifestyle hotel brand in conjunction with Italian fashion house Missoni.
The group has agreed a worldwide licensing agreement to develop and operate the brand under the name ‘Hotel Missoni'.
Rezidor will open three properties by 2007 and plans to have 30 sites either open or under development by 2010.
City-centre locations and resort destinations are being sought in the UK, mainland Europe, Russia, Turkey, Dubai and other parts of the Middle East.
Rezidor SAS's president, Kurt Ritter, said: "This deal gives us the perfect brand to take our share of this fast growing, increasingly important, market sector. 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 added: "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 next year."
By Emily Manson
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