Boutique travel site Mr and Mrs Smith has announced the acquisition of SideStory, the cultural London agency, as part of a wider plan to grow the brand across the globe.
The move marks the first foray into the rapidly-expanding ‘experience’ sector of the travel market, having already partnered with SideStory for the past two years.
The company now plans to use the acquisition as a stepping stone to grow Mr and Mrs Smith SideStories globally in locations such as Lisbon, LA, New York, Tokyo.
Co-founded in 2015, SideStory is a curated marketplace offering cultural and creative experiences in London and Paris with independent insiders. As the collection expands, bookings will become fully-integrated online with Mr and Mrs Smith as part of a full-service offering.
Mr and Mrs Smith now boasts more than 1,000 boutique and luxury hotels around the world in the collection.
Ed Orr, Mr & Mrs Smith CEO, added: “I am delighted to announce our second acquisition of a company that broadens and deepens our travel club product offering. We are really looking forward to building on the SideStory platform and curating the very best experiences for our members. Curation is right at the heart of the Mr & Mrs Smith brand and experiences ‘worth getting out of bed for’ was my absolute favourite section of our very first guidebook 15 years ago.”
SideStory CEO & co-founder Giovanni Donaldson said: “We’ve been working with Smith for some time and I couldn’t think of a more ideal partner to acquire SideStory. We share common values, an incredible brand fit, and a passion for the future of travel and travel experiences.”