Hilton announced today that it has acquired a majority controlling interest in Sydell Group. The deal will expand the luxury lifestyle NoMad Hotels brand from its existing London flagship to high-end markets around the world.
Sydell Group, which was founded by Andrew Zobler in 2005, will maintain control of the design, branding, and management of NoMad properties, while Hilton will lead the development. The NoMad brand will be fully integrated into Hilton’s commercial platforms and all NoMad properties will remain independently owned.
Hilton projects that as many as 100 NoMad hotels will be developed globally over time, with about 10 already in advanced stages of discussion with Sydell.
The NoMad London will be available for booking to Hilton guests later this year. Meanwhile, NoMad Las Vegas is excluded from the transaction and will rebrand to a new flag in the coming months.
“We’re excited to begin this new phase for Sydell, as we enter into a partnership with Hilton to expand the NoMad brand around the world,” says Zobler. “Grounded in the idea of the hotel as a great home, the NoMad brand is dedicated to providing guests with accessible luxury, exceptional design, and award-winning food and beverage. Hilton’s expertise in both luxury and lifestyle, paired with its track record in scaling brands, makes for an exciting opportunity. We look forward to seeing NoMad expand into sought-after neighborhoods all around the world.”
Over the last decade, Sydell Group has created seven lifestyle brands, including the LINE, Freehand, and the Ned. The company most recently launched the Penny Williamsburg, an art-filled hotel designed by Stonehill Taylor in Brooklyn, New York.
This news comes on the heels of Hilton’s planned acquisition of AJ Capital’s Graduate Hotels and a recent deal with glamping brand AutoCamp.
The Magistrates’ Ballroom at NoMad London features a mural by painter Claire Basler
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