tl;dr – The fashion brand has plans to expand its global hotel footprint.
Armani Group, owner of the fashion brand Armani, has inked a deal with Emirates’ Symphony Group to develop future Armani Hotels & Resorts in destinations around the world. The partnership, which is a 20-year pact with an option for an additional 10-year renewal.
The initial announcement didn’t include details on the location of any future Armani properties that the parties are planning under this new agreement, but there are already Armani Hotels in Milan and Dubai, and another property is expected to open in Saudi Arabia in 2027.
Notably, the deal also includes branded residences.
Armani, of course, isn’t the first luxury fashion brand to move into luxury hotels.
BVLGARI is another example that likely comes to mind, as the brand has, for several years now, maintained a partnership with The Ritz-Carlton (and as a result, Marriott), albeit without being a full participant in the Marriott Bonvoy loyalty program. Then there’s also the Palazzo Versace hotels, of which there are currently two – Dubai and Macau. Hilton recently announced it will be welcoming a Gold Coast, Australia property , formerly branded as a Palazzo Versace hotel, (since mid-2023 the hotel has been known as the Imperial Hotel Gold Coast) to its LXR Hotels and Resorts portfolio in 2027. Technically, you can also throw in the the whole Belmond portfolio as the hotel chain has been owned by LVMH Moët Hennessy Louis Vuitton since it was acquired for $3.2 billion in 2019.
