Ruby Hotels is to open its third London property in Notting Hill in 2023.
Ruby Zoe confirms the brand’s UK expansion plans and will join Ruby Lucy on the South Bank and Ruby Stella, which is set to open in 2022 in Clerkenwell, as part of the portfolio.
The new-build 173-bedroom hotel will include a street-front public area combining retail and hotel elements and will be built in conjunction with UK investor and developer, Frogmore.
Ruby Zoe will follow Ruby Group’s Lean Luxury philosophy: a top location, high-quality fittings, and outstanding design.
Jo Allen, chief executive of Frogmore said that when the hotel opportunity came to market, the company received 13 bids from 10 different hotel operators eager to snap up the operational rights to the site.
Allen says: “We really love Ruby’s approach and vision for the project which we believe will complement the area. The Ruby Team have been fabulous to work with, have convincing development and construction competence together with the financial resources to deliver something special which I hope will be enjoyed by many.”
Ruby’s CEO and founder, Michael Struck explains: “Based on the model of modern luxury yachts, we accommodate our luxury in a relatively small area and simply leave out the unimportant. We also organise ourselves using our own technical solutions in a very different way to the rest of the industry. We plan and build in a modular way, centralise more, and automate consistently behind the scenes. As well as helping us to make a luxurious and unique hotel experience affordable for our guests, this approach gives us a leaner and more adaptable cost structure and means lower risks for our real estate partners.”