German-based Ruby Hotels is to enter the UK with the opening of a 76-bedroom property near London's Waterloo Station.
Located on Lower March within a new building designed by architect company Studio Kyson, the hotel will be a partnership between Ruby Hotels, led by founder and chief executive Michael Struck, and family-owned property company Max Barney Estate.
The hotel will be called Ruby Lucy and will open at the end of next year. It will join four existing Ruby properties in Vienna (three) and Munich.
Struck described the philosophy behind Ruby Hotels as one of "lean luxury", with laid-back comfort replacing informal service and "an easy-going" bar in place of a restaurant and room service. Bedrooms are small and hotels are generally located within neighbourhood, rather than prime locations.
Struck said Ruby sets itself apart with "its novel product concept".
Ruby Hotels has a further seven hotels, apart from London, in the pipeline across mainland Europe. Struck holds shares in the company, alongside the Austrian Soravia Group and private investor Michael Hehn.
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