Primestar diversifies its portfolio and launches three new brands

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Published on 04/05/22 - Updated on 13/05/22

Primestar launch three brands

Primestar Group announced on 2nd May 2022 the rolling-out of June SiX, June Stay and WorX. The launch will allow the group to address accommodation and working demands in German A-cities.

These three new models will adhere to the group’s identity of by integrating co-working spaces into their hotels and long-stay locations.

June SiX hotels will provide conscious and flexible accommodation in city centres and each will boast a contemporary interior design and open space. The flagship, June SiX Berlin City West, will open on 6th June 2022.

June Stay will allow for long-term bookings, and is an extension of June SiX. Rooms will feature additional amenities, such as kitchenettes.

WorX is a co-working brand available in new and existing Primestar locations. Flexible access will work on a subscription or one-day pass offer.

June SiX hotels offer an inspiring and unique atmosphere for our community, which is further enhanced by the focus on innovation, digitalisation and environmental awareness. All rooms are equipped with modern technology, stylish bathrooms, and premium beds. [...] We have used the past year to further reposition the company for growth, as already announced in June 2021. We are very excited to expand our product offering by the three new brands and are confident that this step will enable us to successfully address the new hospitality trends. 

Andreas Erben, Managing Director of Primestar

The pandemic has accelerated the cultural shift as well as the importance of change within the hospitality industry with a greater focus on digitalization and technology as well as on new target groups. Therefore, Primestar Group’s integrated own brands June SiX, June Stay and WorX are an exciting addition to the current franchise portfolio and are equipped with a best-in-class technology architecture.

Oliver Kupka, Managing Director of Primestar

The brands will grow Primestar’s franchise of 14 hotels across Germany.  The existing franchise portfolio currently comprises 3,334 rooms in German A-destinations. Over the long term, Primestar Group is planning to increase its franchise segment to at least 20 hotels with institutional partners.

Primestar Group

Primestar Group

Hotel Group

  • Primestar Group Germany
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