Accor has expanded into new brand territory with the purchase of a 35% stake in French lifestyle chain Mama Shelter. The deal will give the brand access to Accor's development and distribution network.
A plan is in place to open 20 new Mama Shelter properties around the world in the next five years, including one in
Los Angeles in February 2015.
Founded in 2008 by the Trigano family, Mama Shelter currently has five hotels totalling 633 rooms in Paris, Bordeaux, Lyon, Marseille and Istanbul.
With Philippe Stark as chief designer, the brand offers well-designed, low-cost urban retreats located beyond the usual tourist hot-spots.
Mama will be Accor's first foray into the design-led affordable lifestyle segment.
The deal is also a rare example of the French giant purchasing a minority stake in a stand-alone brand. Sébastien Bazin, chairman and CEO of Accor, said: "I am very happy to be embarking on this new adventure. Thanks to this partnership, Accor is enriched by the original know-how that has made Mama Shelter such a splendid success."