Lagerfeld expands in hospitality sector with new Brandmark deal

By

Sandra Halliday

Published
Oct 17, 2016

Chanel and Fendi head designer Karl Lagerfeld is moving further into the hotel, resort and interiors sector with a deal confirmed for a global hospitality business under the Karl Lagerfeld Hospitality banner.

The Karl Lagerfeld Group has signed up to a partnership with Brandmark Collective, the Netherlands-based specialist hospitality firm, to spearhead its expansion in this category. The company said each property opened “will reflect Karl's renowned, cutting-edge approach to style and signature touch.”

Karl Lagerfeld Group CEO and president, Pier Paolo Righi said the move reflects a strategy to broaden the brand’s “comprehensive lifestyle experience” that has already begun with an ultra-luxe hotel in Macau due to open next year.

He also said the firm is actively exploring opportunities in “gateway markets and resort destinations” worldwide.

Hospitality has become the next frontier for premium and luxury fashion firms. And the move into Macau comes at the same time as Versace is getting ready to open a property in the key tourist destination following its openings in Australia and Dubai.

Lagerfeld’s new partner, Brandmark, was only founded in 2015 but has extensive experience. It is a licensing platform that translates, launches and manages a suite of existing brands in the hospitality space. It has helped to create, launch and operate more than 25 hotels around the world.