The Netherlands: Aparthotel group City ID will rebrand as The July Group following the launch of its latest hotel collection, The July Hotels.
The July Hotels is a collection of premium lifestyle aparthotels currently based in Amsterdam.
City ID’s existing properties in the city – Boat&Co and Twenty Eight – will be renamed The July – Boat & Co and The July – Twenty Eight. ID Aparthotel will also be renamed to ID Aparthotel by the July.
The brand launch comes at a time when City ID is investing more than €1 billion into increasing its network and expanding into new markets. These include London, Dublin and Lisbon with sites currently under construction.
Alexander Goad, chief executive officer of The July Group, said: “Bringing all our locations under one brand name is the logical next step in our development. Although we are very much attached to the individual names of our current hotels, we are by now on six locations and growing further with multiple additional locations each year. It feels great to bring everything we do under one brand without losing the individuality of our hotels and the DNA of our organisation. We stay who we are, creating great places, strongly focused on what our guests value so much about us.”
In London, the “hybrid apartment-hotel” will be located in Victoria and marks the first overseas acquisition for the group.
The July – Dublin will be located on the corner of Capel Street and Little Strand Street in the city. The fifth site in the pipeline in Lisbon will feature a central interior garden with a swimming pool and an open-plan restaurant.
Creative brand manager of The July, Evi-Anne Knijnenburg said: “Apartment living creates a greater connection to neighbourhood community life, so stays at The July can be lived like a local, enjoying flexibility, freedom and that Friday morning fitness class. It’s a place where guests can find their flow and switch from work to play in the blink of a G&T. It’s a space where neighbours host dinner parties in one apartment, and guests enjoy a birthday cake in another.”
Target developments for The July Group include new builds, (office) conversions, mixed-use schemes and existing hotel conversions of 4,000 to 20,000 square-meters in European capital cities.
