Accor rebrands SBE collection as new luxury brand

St Martins Lane in London.

Accor is launching a new luxury lifestyle brand, The House of Originals, through its recent 50 percent acquisition of SBE.

However, it is less of a launch than a rebranding effort as SBE acquired The Originals brand when it purchased Morgans Hotel Group for an estimated $82 million in 2016.

The House of Originals brand includes four existing SBE destinations across the world, such as the Sanderson and St Martins Lane in London, Shore Club in Florida, and 10 Karakoy in Istanbul.

“The lifestyle market continues to grow rapidly and has one of the fastest growth rates in the industry. Accor has had very strong acceleration in the lifestyle sector and now offers the widest portfolio with ten brands to be developed internationally from economy to luxury,” said Gaurav Bhushan, chief development officer, Accor.

The House of Originals brand aims to combine SBE’s entertainment and F&B expertise with Accor’s global platform, especially its distribution network and loyalty system.

The collection aims to expand rapidly and already has another five properties in its global pipeline.