More brands expand into hospitality with the launch of new hotels

As brands across categories diversify and become lifestyle companies, many are trying their hand at the hotel business. Retailers, alcohol brands, and gyms have been pioneering this trend, and now other unlikely companies are likewise showcasing their hospitality.


Volvo, in partnership with luxury hotel group Tablet, is launching a pop-up hotel in the mountains of Sweden dubbed the Volvo Get Away Lodge. The property is designed to enhance guests’ wellness: bedrooms are equipped with yoga mats, candles, and zen books, and there’s a “yoga and contemplation room” on site. Visitors also have access to winter sports equipment and a 24-hour concierge to organize outdoor activities in the nearby winter-sports village of År. To facilitate exploration of the scenic destination, guests will have access to a V90 Cross Country wagon, Volvo’s new all-weather vehicle.


Detroit-based Shinola, which sells upscale watches, leather goods, bicycles, and more, is expanding its presence in the lifestyle sector by launching a hotel in 2018. The 130-room property will be built in the Motor City’s former T.B. Rayle & Co. department store as part of the community’s ongoing revitalization efforts. While Shinola doesn’t plan to include a store on site at the hotel, it will showcase the brand’s design throughout. Moreover, the company plans to host public events there, and Noho Hospitality Group has been commissioned to oversee food and beverages.


Direct-to-consumer bedding company Parachute is giving people a chance to try before they buy by spending a night at its branded hotel in Venice, California. Guests of the penthouse space will sleep on its bedding and mattress pads and use the brand’s bath towels and robes. The “liveable showroom,” which includes a full kitchen, dining area, bedroom, and one and a half baths, is located above the company's actual showroom. Parachute products will change each season, and guests will be offered a deal on anything they decide buy. Furniture placed throughout the space is from local designers and available for purchase as well.