The new offering is the group’s 25th brand and its eighth in the lifestyle sector, joining NoMad, Canopy, Curio Collection, Graduate, Tapestry Collection, Tempo and Motto. The collection will sit in the upscale and upper midscale collection segment, and will consist of independent boutique properties – initially in the US – with 60 hotels currently in development and bookings set to open for the launch properties next month.