Swedish investment group Qarlbo AB has introduced Miramis, a new luxury hospitality brand.
With its launch, Miramis represents Qarlbo’s commitment to develop iconic properties in emerging destinations. The brand will be centred in prime locations, with high-end design and personalised guest services.
The starting point of the brand will be the collection of properties and project pipeline from Erqole, the Italian hospitality company owned by Qarlbo.
The launch portfolio for Miramis features the iconic properties situated in some of Italy’s most popular locations, all within a short distance of one another in Southern Tuscany, just over an hour from Rome: LA ROQQA andIsolotto Beach Club in Porto Ercole, both launched in 2023, together with Hotel Torre di Cala Piccola in Porto Santo Stefano and Fattoria La Capitana in Magliano in Tuscany, which will both undergo extensive renovations.
Additionally, as part of urban regeneration projects, a new hotel is planned at the site of the former Cirio factory in Porto Ercole. Each property will offer distinct and complementary experiences, whether seaside or countryside.
Miramis builds its identity on the values of social and environmental sustainability, respect for communities, and innovation, reaffirming its commitment to authentic personalised hospitality that generates lasting meaningful experiences.
This commitment is reflected in its choice to hire local staff, source materials regionally, and embrace a farm-to-table philosophy supported by its own gardens that connect food to guests’ well-being.
Strengthening the economy in the communities where the brand operates expresses Miramis’ goal of enhancing local heritage, aligning with the latest luxury tourism trends that emphasise personalised service, environmental stewardship, and holistic well-being. With a foundation built on strong values, Miramis seeks to establish itself as a reliable and forward-thinking operator within the luxury hospitality sector.
Flavio Bucciarelli, CEO of Qarlbo Hospitality, commented: “With Miramis, we celebrate a new brand born from a desire to explore unique tourist destinations and create authentic memorable experiences.
“Erqole, with its expertise, values, and teams, forms the ideal foundation for Miramis, allowing us to set new standards in the luxury hospitality sector.
“With Miramis, we maintain our unwavering commitment to enhance the regions where we invest and operate in, with a broader and forward-thinking vision that looks towards new destinations, both in gateway cities and in further untapped, authentic locations”.
Under the leadership of Flavio Bucciarelli, CEO of Qarlbo Hospitality and Stefano Cuoco, CEO of Erqole, Miramis relies on a close-knit team of over 200 Erqole employees. The Storytellers are the cornerstone of the group: as an example, an entire staff house has been dedicated to them in Italy, along with training programs to promote both a better work-life balance and a strong sense of community.
