The industry really sat up sharply and took notice when Sharan Pasricha launched the tidal wave concept that is The Hoxton back in 2012. Driven by a strong dislike for ‘rip-off’ prices at hotels that were sprung on unsuspecting guests, Sharan has turned The Hoxton into a well-known and loved ‘no-bull’ boutique brand. The Hoxton Shoreditch is the flagship property and since then the group has welcomed its second London property, The Hoxton Holborn and The Hoxton Amsterdam into the fold.
When Sharan purchased The Hoxton in 2012, he secured a long-term partnership with Soho House, who now runs all the food and beverage operations within each of the hotels – from the funky quick-service restaurant, Chicken Shop to the informal all-day dining space, The Hoxton Grill. The partnership, which boasts huge benefits for the business, also saw the creation of The Apartment, a multi-functional space that revolutionised the meeting and events industry concept and is now present in all three Hoxtons.
Sharan is involved in every part of the business and is a huge motivator; he constantly ensures the team is always thinking ‘what else’, so The Hoxton as a brand never gets complacent and rests on its previous successes.
Buoyed by its showstopping European debut, openings in New York, Paris and Southwark are all in the development pipeline, as well as other international launches.
Ennismore stepped up its UK footprint in June 2015, in a surprise acquisition move that saw the company purchase five-star award-winning Scottish hotel Gleneagles, and put pedal to the metal with development plans. The Hoxton is also aiming to open two new restaurant concepts this year, so watch this space.