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Several branded boutique hotels were planned even before the recession, though those projects succumbed to the economic malaise and were stalled, said Thomas P. McConnell, an executive managing director of the global hospitality group at Cushman & Wakefield Equity, Debt and Structured Finance.
But a new lodging prototype is coming to town: the branded boutique hotel, which is typically small and intimate, offering patrons more personalized service.
Aimed at guests who want a high level of quality but who still look for value, Indigo is an "upscale branded boutique hotel," said Natasha Gullett, a spokeswoman for InterContinental.
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Called "branded boutiques" or "lifestyle hotels" (labels that make some hoteliers cringe), the goal is to combine the design sensibility and character of a boutique hotel with the marketing and operational advantages of a brand.
Placing branded boutiques inside Best Buy stores isn't a new move.
He filled up the store with small, individually branded boutiques.
So many companies have seen the value of going direct that the brand boutique phenomenon seems unlikely to end any time soon.
At the Lucky Brand boutique on Prince Street, denizens of the new SoHo spent Thursday listening to the sound of law officers digging up the old.
The Manhattan Auto Group, now under renovation at 11th Avenue and 55th Street, gives each of several Ford-owned brands its own "brand boutique," said Gary Flom, its chief executive.
In the central London Kingly Street location, and online, Other/Lee will be in good company as the multi-brand boutique also carries clothing, accessories, homeware and books as well as having an in-store exhibition space.
Going forward, the plan is for a new brand Boutique to launch every few weeks.
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