STORE TO STAY

6 brands that ventured into the world of hospitality

HOTELS aren’t just for the established legacy brands. Meet the new crop of retail and service outlets poised to take over the lodging market.

Nobu

They’re on a (sushi) roll! Nobu Hospitality, run by chef Nobu Matsuhisa and Robert De Niro, is famous for its haute Japanese fare. But the group has also built 12 hotels around the world — the 13th is slated to open in Barcelona in late 2018 ( NobuHotels.com).

Equinox

High-end fitness club Equinox — which operates nearly 80 outposts around the world — aims to translate its luxury yoga, spin and spa offerings into overnight accommodations. The first Equinox hotel is set to open in Manhattan’s Hudson Yards in early 2019 ( Equinox.com/ Hotels).

West Elm

The accessible home furnishings retailer is well underway in its ambitious plan to launch at least five US hotels by late 2018. The mid-sized inns will house showroom-like rooms and suites starting at $175 and $400 per night, respectively ( WestElmHotels.com).

Shinola

Staying true to its “built in Detroit” slogan, luxury leather goods and watches brand Shinola (left) is partnering with New York-based NoHo Hospitality Group on a boutique hotel right in downtown Detroit, scheduled to open in the fall of 2018 ( Shinola.com/ShinolaHotel).

Restoration Hardware

Luxury home furnishings mean luxury hotel furnishings. Like its competitor, West Elm, RH is getting into the hotel biz, with a 14-room boutique destination set to open at 55 Gansevoort St. in New York’s Meatpacking District. The project was approved by the city’s Landmarks Preservation Commission in March, but a completion date hasn’t yet been released.

Bulgari Hotels & Resorts

The couture brand has opened luxury hotels in affluent markets like London and Milan. Next up? New resorts in well-heeled cities like Shanghai and Dubai ( BulgariHotels.com).