Staying Cool announces new board appointment and tie up with Bespoke Hotels to expand UK serviced apartment offerStaying Cool, the award-winning boutique serviced apartment operator, and Bespoke Hotels, the rapidly growing British hotel group, today announced a new partnership that aims to expand the Staying Cool brand across Britain and beyond.
The recently signed deal involves a minority equity stake, a co-development agreement and the appointment of Bespoke co-founder and Chairman Robin Sheppard, as Chairman of Staying Cool.
The alliance brings both businesses a number of valuable opportunities including the joint development of new sites across the UK as either dedicated aparthotels or mixed use sites combining both hotel and serviced apartments, in an innovative new proposition. The pair are currently in discussions over several schemes.
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."