Dutch hotel brand Max Brown is to open its seventh property, as the company behind it looks for further European opportunities.
Max Brown 5th District will be the brand’s second hotel in the city of Vienna, as Max Brown Hotels celebrates its tenth anniversary in the market. The 117 room property offers a range of accommodation choices for guests, with five different room categories ranging from cosy to extra large. The hotel features meeting space, a sauna and gym, and its own shop selling a range of quirky items including record players, and dog accessories.
A diverse collection of brands
Max Brown is part of the Sircle Collection, an independent group of creative hotel and hospitality brands, based out of Amsterdam. Beneath the corporate umbrella are brands including Sir Hotels, Sircle Hotels, Max Brown, Park Centraal and Attere, adding up to a portfolio of close to 40 properties across Europe’s key destinations In addition, the group also has a membership club, named The Cover, and a similar number of food and beverage outlets in city centre venues such as Vienna, Barcelona and Amsterdam.
2024 has already seen the launch of another hotel for the group, with Sir Devonshire Square opening in London. The 81 room property includes a gym and yoga studio, plus a London venue for Sircle’s private members club, while there are no less than three food and beverage outlets within the hotel.
In February 2024, Sircle Hospitality Group launched an IPO, listing the company on the Frankfurt stock market. The route to market was a merger with SMG European Recovery, a SPAC shell, in a transaction that gave the business an enterprise valuation of around EUR425m. At the same time, the company raised more than EUR40m with a share issue, destined to support the further expansion of the hotels and restaurants portfolio.
Listing to support growth
Sircle founder Liran Wizman explained the rationale for the move: “Sircle Hospitality Group’s merger with SMG Holding marks a major milestone for us as we set to open 100 hotels and expand our f&b offerings including Seven North Restaurant and Miznon and our members’ club, The Cover. We’re excited to continue to shape the future of lifestyle hospitality.”
Among upcoming pipeline projects for the group is Sir Prague, which will open in the Czech capital in the coming months. The conversion of a heritage building in the city, the 76 room lifestyle property will feature high ceilings and an attractive courtyard, on a site alongside the Vitava River. It will feature a Seven North restaurant, and a speakeasy bar concept.
