Extendam to open Dutch Maison ELLE hotel

Extendam has acquired the premises and business assets of the Park 6, a 4-star, 31-room hotel in the heart of Amsterdam. The typically Dutch building will be renovated to become the first Maison ELLE in the Netherlands. This is Extendam’s first deal with Black Label Hospitality, a well-known Dutch hotel group that will run the hotel. The project is part financed by a loan from Dutch bank ABN AMRO.

Strategically placed in a prime Amsterdam location

The future Maison ELLE has its own garden and sits in a prime location at the heart of the museum quarter, just a few minutes away from the Rijksmuseum and the Van Gogh Museum. The hotel is a 10-minute walk from the canals as well as the Jordaan and De Pijp districts. Travel from the Central Station and Schiphol International Airport takes 20–30 minutes by public transport. The hotel’s excellent accessibility will appeal to a diverse client base.

“Amsterdam, besides being a long-standing tourist destination, has become a strategic European hub with over 2,000 companies in its metropolitan area following a surge of Brexit-induced relocations. The city is experiencing growing hotel demand and a sharp increase in overnight stays, yet hotel capacity remains limited. Since 2017, when the municipality of Amsterdam introduced a moratorium on new hotel construction, intense pressure on the city’s hotel industry has driven a hotel infrastructure upgrade, higher average daily rates and an increase in hotel asset values. In 2022, Amsterdam’s hotel valuations will be the fourth highest in Europe. By investing in Maison ELLE Amsterdam, we are addressing an identified need while contributing to the tourism upgrade,” emphasises Jean-Marc Palhon, Chairman of Extendam

A well-established partner in the Dutch market

Extendam has teamed up with a local expert for this project. Martin Hendricks founded Black Label Hospitality in 2019 having worked in the acquisition team at Dolce International. His ambition was to create a network of 4-star lifestyle hotels in the Netherlands. He developed the company in partnership with architects, designers, developers and hotel brands, and gradually became a key player in the Dutch lifestyle market. At an event organised in January by HotelloTOP, a Dutch hotel networking organisation, Martin Hendricks became Hotello of the Year 2023.

“Black Label Hospitality, which has a proven track record in Amsterdam and the Netherlands, will localise the Maison ELLE concept to meet the Dutch market’s expectations. The group is building an excellent track record in the country and currently runs four hotels: MGallery Sittard, Mercure Valkenburg, DoubleTree by Hilton Sittard and the future Curio Collection by Hilton Eindhoven,” add Cécile Leclerc and Inès Haack, respectively Account Manager and Investment Project Executive for Extendam.

Maison ELLE, a premium brand

ELLE is an influential brand associated with fashion, health, wellness, beauty and lifestyle trends. The first Maison ELLE opened amid great excitement in Paris in 2022.

The ELLE Hospitality concept devised by the Lagardère Group (owner of the ELLE brand) is positioned in the lifestyle and boutique-hotel segment, in keeping with the spirit of the magazine. Customer experience and brand awareness are placed at the heart of the hotel chain’s value creation strategy and each hotel will possess a strong personality. The Maison ELLE concept was initiated in partnership with Studio V, a subsidiary of Valotel, which is the main licensee of ELLE Hospitality for Europe, China and South-East Asia.

“Maison ELLE has ambitious development plans for the US, Europe and Asia. For decades, ELLE has accompanied its readers on these continents in their way of living, dressing, having fun, and eating. Our aim is to create a place and an experience that captures the ELLE concept,” explains Pascal Donat, CEO of Valotel and Studio V.