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Cachet is moving beyond its original borders

Cachet Hospitality Group sank its Asian roots into North America last year with the opening of Cachet Boutique NYC, a move Cachet’s Chief Creative Officer David Laris has called a great opportunity.

Cachet was launched almost six years ago by Robert Roche. He had opened a boutique hotel in Shanghai called Urbn Hotel Shanghai, which the company claims is the first carbon-neutral property in China. Cachet grew out of that, David Laris said, placing itself in the lifestyle boutique category with a strong emphasis on food and beverage as well as culture and wellness.

The company currently has seven hotels in operation as part of the company’s Cachet and Urbn brands. Its pipeline includes three confirmed deals: a second New York City hotel and two more in China, plus several additional hotels in negotiation stages.

The 107-room New York City property is owned by Merchants Hospitality. While it is the first Cachet-branded hotel in the United States, it’s the second on the North American continent.

“New York is one of the most important cities in the world for a brand to put a stake in the ground,” David Laris said. “Cachet Hospitality Group saw this opportunity to begin to build a U.S. platform for its hotel and F&B brands and grow out its U.S. ambitions from this great city.”

With locations in Asia and the Americas, David Laris said Cachet is exploring possibilities in Europe and has hired a business development executive to explore more opportunities in the Americas.

While Asian influence pervades the hotels, David Laris stressed that “we are a very versatile company, open to ideas from the outside,” including partnerships with other brands. As an example, he said Cachet brought Philippe, the celebrity chef Philippe Chow’s brand, to China with a location at the Shaoxing resort. Cachet also has affiliations with burger chain Wahlburger’s and Air China. “Partnerships are the cornerstone of where we are going as a brand,” he added.

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