The 31-room property had been renovated for a reopening in 2017. It will nevertheless undergo work to become the first Maison ELLE hotel outside France. The location is in keeping with the spirit of Maison ELLE, just a few minutes from the most attractive museums in the Dutch city. The hotel also has a private garden.
"Historically a leisure destination, Amsterdam has become a strategic European hub, with more than 2,000 companies located in its metropolis and a movement of new installations following the Brexit. The city is experiencing growing hotel demand and a sharp increase in overnight stays while its accommodation supply remains limited. Since 2017 and the introduction of a moratorium on new hotel construction by the Amsterdam City Council, the city's hotel land pressure has intensified, leading to an upmarket hotel stock, an increase in the average prices of the city's establishments and an increase in the value of hotel assets. By 2022, Amsterdam will be the 4th most expensive city in Europe in terms of hotel transactions. By investing in this future Maison ELLE Amsterdam, we are responding to an identified need that will meet the rise in tourism," explains Jean-Marc Palhon, President of EXTENDAM.
The investor has bought the asset in wall and goodwill and will entrust its management to the Dutch company Black Label Hospitality. Its founder, Martin Hendricks, aims to develop a network of lifestyle establishments in the Netherlands.
"Black Label Hospitality, a group renowned for its expertise in Amsterdam and the Netherlands, will be able to adapt the demanding concept of a new Maison ELLE to the expectations of the Dutch market. The group has a good track record with the operation of 4 hotels in the country: the MGallery Sittard, the Mercure Valkenburg, the DoubleTree by Hilton Sittard and the future Curio Collection by Hilton Eindhoven", add Cécile Leclerc and Inès Haack, who are responsible for the investment for EXTENDAM.
Pascal Donat approached the Lagardère Group, owner of the ELLE brand, with a proposal to deploy a variation of hospitality concepts. He thus acquired the master license to invent concepts around the ELLE universe in Europe, China and South East Asia. The first ELLE hotel opened in September 2022, a stone's throw from the Arc de Triomphe.
"The exclusivity that has been set up with the Lagardère Group concerns all use of the ELLE brand in the world of hospitality for the next 25 years. Maison ELLE is one of the forms of expression of the ELLE brand in hospitality. We can invent others tomorrow. It could be ELLE Resort, ELLE Residence, ELLE Villas, ELLE co-working, ELLE glamping.... The power of a brand like ELLE is that it can adapt to many forms of hospitality experience. This brand has depth, when a brand is this rich in what it has planted as associations in the public's subconscious, you can afford many things." He pointed out in an interview with Hospitality ON in February.