Owned by Paris-based Lagardère Group, the first Maison ELLE is scheduled to open this fall in its hometown, while an eco-resort hotel is set for Mexico in the summer of 2023.
HOTELS spoke to representatives from ELLE on Tuesday, who said that with more than 200 million touchpoints per month in 80 countries it is entering the hotel market to generate new sources of revenue and growth. In addition to Paris and Mexico, ELLE wants to open more Maison ELLE in others big cities in France, different capitals in Europe and in countries like China and Middle East nations.
“Brazil will be our third ELLE property after Paris and Mexico,” the representative said. “We are planning to open around 15 hotels in the next 10 years. We are working closely with every partner to find the best opportunities, each expert in their geographical zone.”
ELLE would not divulge how much it was investing in this deal, but did tell HOTELS, “The Lagardère Group always works very closely with every partner to accompany them well beyond investments, providing content for the concept, inspiration, design, service, etc.”
As the owner of the brand, ELLE will not invest directly in projects but will license its name. Each licensee will manage their own property.