Hilton has acquired a majority controlling interest in Sydell Group, which created the NoMad and The Ned hotel concepts.
The addition of NoMad to Hilton’s brand portfolio marks Hilton’s entry into the luxury lifestyle hotel market, with the company planning to expand the NoMad Hotels brand from its existing London flagship location to high-end markets around the world.
Hilton projects that as many as 100 NoMad properties will be developed globally over time, with around ten already in advanced stages of discussion with Sydell. Sydell will be responsible for design, branding and management of the NoMad brand while Hilton will lead all development. All NoMad properties will remain independently owned.
This follows Hilton’s recent deal to acquire the Graduate Hotels brand for $210 million, furthering its plan to expand in the lifestyle segment
NoMad Las Vegas is excluded from the transaction and will rebrand to a new flag in the coming months.
What they said
Chris Silcock, president, global brands and commercial services at Hilton said: Adding NoMad to our growing brand portfolio will create new offerings for guests seeking unique luxury experiences in some of the world’s most desirable locations. By pairing an already proven brand concept that’s ready for expansion with the power of Hilton’s commercial engine, we are accelerating our ability to drive growth in the luxury lifestyle segment.”
Andrew Zobler, founder and CEO of Sydell added: “We’re excited to begin this new phase for Sydell, as we enter into a partnership with Hilton to expand the NoMad brand around the world. Hilton’s expertise in both luxury and lifestyle, paired with its track record in scaling brands, makes for an exciting opportunity. We look forward to seeing NoMad expand into sought-after neighborhoods all around the world.”