The brand is the latest venture from US private investment company Starwood Capital Group, best known in the UK for creating the Principal brand of city centre hotels which it sold in May 2018 for £858m to French investor Covivio.
Starwood has joined forces with Cairn Group, the owner and operator of 33 hotels in the UK, to launch the 95-bedroom hotel at Langham Place, following the redevelopment of the Saint Georges hotel. SH Hotels & Resorts, a subsidiary of Starwood, will manage the hotel, which is owned by Cairn Group.
Set to open at the end of the year, the property will feature a penthouse restaurant and rooftop bar with 360-degree views. The restaurant and bar will be operated by the Madera Group, a Los Angeles hospitality group.
Barry Sternlicht, chairman and chief executive of Starwood Capital Group, described Treehouse Hotels as "the little brother of 1", referring to the company's sustainability-focused luxury 1 brand which operates four hotels in the US. The brand is set to be "less serious, more torn jeans and t-shirts and infinitely accessible. Sunny, homey, witty and fun".
Sternlicht added: "It's really exciting to showcase our first property in one of the great travel markets in the world, London. I believe this Treehouse, with its truly sensational rooftop lounge and bar, will fill a void in the London marketplace which is missing a hotel that revels in the fun of it all and doesn't take itself too seriously."
Aneil Handa, director at Cairn Group, said: "Partnering with industry pioneer Barry Sternlicht is an honor for us and aligns exceptionally well with our mindset of innovation and striving to raise the experience of our guests to new heights. Our landmark location on Regent Street will provide the perfect stage to spearhead a new type of hotel experience."
Founded in 1963 by Roshan Lal Handa, Newcastle-based Cairn Group remains a family run business. Its hotel portfolio includes properties run under international brands owned by Hilton, Marriott International, Intercontinental Hotels Group and Accor, as well as independent properties such as Stoke Place hotel in Stoke Poges, Buckinghamshire. Law firm Goodwin advised Cairn Group on the Treehouse deal.
Treehouse London will be the first of what is expected to be a global brand of hotels.