Rezidor SAS has announced a new partnership with Italian fashion house Missoni with a view to launching a new lifestyle hotel.
The worldwide license agreement means that Rezidor expects to open three Hotel Missonis in 2007 and have 30 completed or under development by 2010. The UK is expected to be the location for one of the first of the new hotels.
The new Hotel Missonis will reflect 'a contemporary Italian life and style'. President and CEO of Rezidor SAS Kurt Ritter said: "It's a very unique brand, with a great heritage, a very identifiable look, and real family values. I'm sure when we launch in 2007, Hotel Missoni is going to create quite and impact on the market."
It's not the first time that Rezidor has attempted such a move. Rezidor was previously linked with Italian label Cerutti only two years ago, and launched five hotels. At the time of going to press, there was no comment as to the future of that brand.
However Rezidor is confident the Missoni partnership will develop. Gordon McKinnon, senior vice president marketing, brand and corporate communication said: "This process will be very interesting because it is a long term relationship."
Report by Felicity Cousins
