The renowned fashion house under the creative direction of Karl Lagerfeld introduces Karl Lagerfeld Hospitality, its international hospitality brand, in partnership with Brandmark Collective.
HONG KONG – Karl Lagerfeld announced the expansion of its global business with plans to build an international hospitality brand named Karl Lagerfeld Hotels & Resorts. Karl Lagerfeld Group has entered into an exclusive, long-term license agreement with Brandmark Collective B.V.
Karl Lagerfeld Hospitality will translate Karl Lagerfeld's vision and unique aesthetic into bespoke projects including hotels, residential properties, restaurants and private clubs. Each property will reflect Karl's renowned, cutting-edge approach to style and signature touch that surpasses the boundaries of fashion alone.
"Expanding our brand into the hospitality sector reflects our greater vision to broaden Karl Lagerfeld's comprehensive lifestyle experience," said Pier Paolo Righi, CEO and President of Karl Lagerfeld. "Developing the Karl Lagerfeld six-star hotel in Macau, which is scheduled to open in 2017, has been an exciting process for our whole team, and we look forward to further expanding in this field."
"We inherently understand the unique needs of hospitality owners and developers," said Tony Kurz, CEO of Brandmark Collective. "And we will collectively deliver the Karl Lagerfeld brand offering in a way that celebrates the designer's unique talent and approach to fashion and lifestyle."
"Karl Lagerfeld Hospitality" is currently exploring opportunities in gateway markets and resort destinations worldwide.
As one of the world's most celebrated fashion designers, Karl Lagerfeld is globally renowned for his aspirational and cutting-edge approach to style. The iconic designer's namesake fashion house reflects his own signature aesthetic through creative, cool and accessible-luxe apparel and accessories.
Karl Lagerfeld delivers distinctive style and quality to consumers through a breadth of collections including ready-to-wear for men and women, kids, accessories, bags, watches and eyewear. These collections are complemented by Lagerfeld – a line of casual but refined urban menswear – and premium fragrances, which were added to the portfolio in 2014. In 2015, the company announced the launch of its online global women's flagship store on Karl.com.
The Karl Lagerfeld brand integrates its unique approach to design with an innovative digital strategy and global 360-degree vision, reflected through an expanding network of retail stores and wholesale locations worldwide.
Founded in 2015, Brandmark Collective is a licensing platform that translates, launches and manages a suite of existing brands in the hospitality space. The founders have helped to create, launch and/or operate more than 25 hotels around the world, with extensive hospitality experience across all key disciplines.
Together, Brandmark Collective and its partners create branded products in multiple hospitality categories that are strategically licensed and managed, as appropriate, across the following categories: hotels, resorts, private clubs, food & beverage, and residential.
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