After the RainRaison d’Etre

Relatively unassuming as a brand, Raison d’Etre has become a necessary partner for many luxury groups such as Amanresorts, Four Seasons and Capella. In choosing its partners, Raison d’Etre approaches hoteliers for whom the spa is an integral part of the property’s scheme. The management contract is the preferred modus operandi of the Swedish brand that develops tailor-made spas with the participation of architects such as Arata Isozaki, Fosters & Partners and Wilson & Associates. Upon opening, the teams of Raison d’Etre remain on site for one or two weeks to help managers grow accustomed to the house reporting system. Follow-up then takes place via regular telephone appointments in addition to management visits, audits and ongoing customized traing visits to secure quality and standards adherence. Raison d’Etre is mainly involved with the spa managament recruiting but defines profiles for other positions that are in harmony with the concept.Having launched its product line in 2007, After the Rain is a new player. But the brand is already present in the 16 residences of the Compagnie de Gestion Hôtelière, the operating subsidiary of the Groupe Maurice Giraud, in the French Alps, at the Renaissance Paris Vendôme, as well as in Taiwan and Seoul. Several new openings have been announced for Jeddah and Sofia, as well as for Paris at the St James & Albany in January 2010. These developments rely on the exemplarity of the After the Rain urban day spa in Geneva, one of the biggest urban spas in Europe. The group relied on Swiss excellence to develop through franchising. Architectural concept, procedures for reception and treatment protocols: the transmission of signature savoir-faire is accessible through an entry fee and 3 to 5% royalties on revenues. For those opting for the exclusive sale of products, the...