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Pendry Hotels & Resorts Is On A Tear. Can Anything Stop This Upstart “New Luxury” Brand?


Unless you’re flush with someone else’s money, rapid scaling in almost any business usually means that you’re onto something.

In the luxury hotel space, however, scaling a brand as a practical, physical matter isn’t as easy as just running some cheeky Instagram campaign and poaching a new tranche of subscribers. In addition to deep capital pockets (think hundreds of millions of dollars), developing a hotel requires big land buys, zoning, permits, programming, design, staffing, training, and of course the actual building of buildings—which in the case of a high-end, architecturally-significant resort or hotel can take years to complete even if the local community is behind you and supply bottlenecks don’t choke you.

Tastes and market shifts—as well as pandemics—can also catch up with you in the meantime. What was in vogue three years ago can just as quickly fall out of favor. And in the case of COVID-19, locations that once seemed cherry can unexpectedly whither and turtle what once seemed like a surefire real estate investment upside down.

All of which means that a lucid plan and a definable brand when it comes to a luxury hotel’s essential identity are vital to staying on the throttle when the road ahead opens up.

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Pendry Residences
West Hollywood
8420 Sunset Boulevard
West Hollywood, CA 90069
+1 310 849 0202

The project described herein (the “Project”) and the residential units located within the Project (the “Residential Units”) are not owned, developed, or sold by KT Intellectual Property Holding Company, LLC (“KT IP”), or Montage Hotels & Resorts, LLC (“Montage”) (collectively, “Licensors”) and Licensors do not make any representations, warranties or guaranties whatsoever with respect to the Residential Units, the Project or any part thereof.

Sunset Subsidiary LLC uses the PENDRY and MONTAGE brand names and certain other KT IP and Montage trademarks (collectively, the “Trademarks”) in connection with the sales and marketing of the Residential Units in the Project under limited, non-exclusive and non-sublicensable licenses from Licensors. The foregoing licenses may be terminated or may expire without renewal, in which case neither the Residential Units nor any part of the Project will be identified as a PENDRY-branded project or a MONTAGE-branded project or have any rights to use the Trademarks. WARNING, THE CALIFORNIA DEPARTMENT OF REAL ESTATE HAS NOT INSPECTED, EXAMINED, OR QUALIFIED THIS OFFERING. CALDRE #01973483