Forever Rose enters the hotel industry in Dubai

Posted: 23-Aug-16 09:07

Luxury brand Forever Rose recently announced plans to branch into the hotel industry. The company, which is known for its long-lasting Ecuadorian roses, plans to open its first rose-themed hotel in London in 2017, with two others to follow in Dubai and Doha in the near future. The properties will be high-end hotels to appeal to luxury travellers.

Forever Rose enters the hotel industry in Dubai

ArabianbBusiness.com recently reported that the well-known luxury rose company, Forever Rose, in additttion to its plans to inagurate its first hotel in 2018 in London, will be opening new properties in Dubai over the next six years.

Forever Rose is famous for its uniquely long-lasting roses, which are sourced from volcanic soils in Ecuador. If cared for properly, the company states that its roses can last as long as three years. The roses do not need water or sunlight to maintain their beauty. Based in the UK, the company is known for providing floral arrangements for many of the palaces of Europe. The company also sells such luxury items as Belgian chocolates and oud fragrances from the Middle East. The company recorded record profits in the first half of 2016 and plans to open over twenty new locations by 2018.

Hotels are a new venture for Forever Rose, which will open a boutique hotel in the London neighborhood of Knightsbridge in 2017. Each of the roughly one hundred rooms will be rose-themed and will be designed to appeal to guests with a “love of flowers”, according to the company. The company plans to invest roughly $17 million USD in the Knightsbridge location.

The London location is to be just the first of the company’s hotels. A second Forever Rose hotel is planned for Dubai in 2020 and another for Doha in 2022. The Al Samadi Group, which owns Forever Rose, also plans to open a rose-themed café in Riyadh later this year.

The entry of Forever Rose into Dubai’s hotel scene is but part of the city’s unprecedented growth in recent years. Once a slow-paced city, Dubai has been transformed in recent years into one of the most energetic, dynamic cities in the Middle East, as well as a premier luxury destination. Other luxury properties which have opened in the city include the first property in heiress Paris Hilton’s hotel chain, beach-themed properties inspired by the Philippines.

Starwood Hotels and Resorts plans a new property in Dubai as well, the Aloft Dubai City Centre. The new luxury hotel will have 304 guest rooms and suites in addition to a rooftop cinema and numerous upscale amenities, such as toiletries by Bliss. The hotel is expected to open in the first quarter of 2018.


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