Elle Magazine launches into the hotel business – WWD

As traditional glossy print magazines continue to struggle, there seems to be no end to how executives will try to diversify their businesses to offset falling ad revenue.

There have been lipsticks, perfumes, furniture, wine, fashion collaborations, subscription boxes, coffee – and let’s not forget the trusty branded tote bag.

But until now, there was no hotel.

Cue Lagardère Group, the Paris-based company behind the Elle brand, which plans to open an Elle-branded boutique hotel in the French capital and another hotel in Mexico.

First, Maison Elle will open in the fall in partnership with Studio V, which will own and operate the hotel under the direction of hotelier Pascal Donat, president of the French hotel group Valotel. The establishment, located in the 17th arrondissement of Paris near the Arc de Triomphe, will offer 25 rooms and suites, as well as a spa.

Then, in the summer of 2023, an Elle hotel will debut in Jalisco, Mexico, in partnership with real estate developer Actur.

“We are thrilled to launch Elle into the world of hospitality,” said Constance Benqué, President of Elle International and CEO of Lagardère News. “The success of our brand to date is due to our innovation, our special relationship with women and we are proud to continue to challenge the status quo, as we enter a new era of travel. Our two concepts, to starting with the openings of Maison Elle in Paris and Hotel Elle in Mexico, will present exciting walkways that will allow guests to see destinations through a new lens and through Elle’s vision.

She’s no stranger to the licensing game, launching a fragrance in 2019. That’s in addition to the brand’s hair products, including curling wands and flat irons. Elle Make Up, meanwhile, was launched in 2018 in China and has since expanded to Asia.

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