Bespoke Hotels invests in boutique aparthotel brand in a bid to dominate the sector

Staying Cool serviced apartment

Boutique serviced-apartment operator, Staying Cool, has announced a new partnership with growing hotel group Bespoke Hotels in a bid to grow the brand across the UK and beyond.

The new deal will see Bespoke Hotels co-founder and chairman Robin Sheppard – one of our recently named, Power List 2016 Industry Titans – become chairman of Staying Cool also.

The new venture will see both brands develop new sites across the UK in partnership, as either aparthotels or mixed use sites, combining both hotel and serviced apartments.

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On announcing the deal, chairman Robin Sheppard, who himself has taken a minority equity stake, said: “This partnership is a first for the UK. At Bespoke we see the rapid growth of the serviced apartment sector as a significant market opportunity rather than a threat to established hotels. With its focus on design, innovation and customer service, Staying Cool is one of the most exciting apartment brands we could hope to partner with. We believe they offer something unique and rather special in the serviced apartment space. They boast rave customer reviews, while their award-winning track record speaks for itself.”

The co-founding directors of Staying Cool, Tracey Stephenson and Paul Taylor, said: “We are delighted by this deal and what it offers. Having a strong, like-minded and dynamic partner will help accelerate our plans for growth. The serviced apartment sector has a real buzz about it, attracting significant investment interest as well as appealing to a growing customer base. With Robin’s experience and the added fire power of Bespoke alongside us, we are in pole position to take the business to the next level and to ensure that Staying Cool reaches its full growth and brand potential over the coming years.”


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