Stein Hotels rebrands as Franklyn

12 Feb 2009 by Mark Caswell

Stein Hotels and
Resorts, which includes The Cadogan in London and Port Palace in Monaco among
its portfolio, has rebranded as Franklyn Hotels and Resorts.

The luxury hotel group
currently has a mixture of 13 owned and managed boutique properties in Europe,
including four hotels in London. It recently received investment from the
Singapore-based development company KOP Capital Pte Ltd, which took a 50 per
cent stake in Stein Group International.

This move has led
to the rebranding as Franklyn Hotel and Resorts, a name which CEO Michael
Sagild says was chosen after extensive
customer research and played around the themes of “frank, sincere, honourable
and genuine”.

Sagild said that
the investment by KOP will allow Franklyn to expand from a European brand to a
global one, with the aim of becoming “an established brand first in Asia, while
also researching US opportunities and eventually expanding into the Middle East
and Africa”. Sagild added that the group is working on a spa proposition, which
will “probably be anchored around an Asian hotel then move this way [to Europe]”.

Sagild said that
Franklyn would continue to use “endorsed branding” for “emblematic” properties (where
hotels within the portfolio keep their original names such as Casa Angelina on
the Amalfi Coast and Gran Hotel Son Net in Mallorca), but that the group would
also develop hotels which would adopt the Franklyn Hotels and Resorts brand
within their name, as well as the possibility of branded residences.

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