Amsterdam-based hotel group Europe Hotels Private Collection (EHPC) has announced its new name Sircle Collection, as well its new brand identity ahead of future growth.

Founded in 2011, at the same time as the opening of the portfolio’s first boutique property in Amsterdam, the newly rebranded collection encompasses three distinct hotel brands with 13 outposts across eight vibrant European cities, all united by a love for design and lifestyle. The changes seek to reflect the evolution of what was once an emerging company with a single property in 2011 into a major player in hospitality.

Sircle Collection is the creation of Amsterdam-based entrepreneur Liran Wizman and includes Sir Hotels, Max Brown Hotels, and Park Centraal Hotels. With current projects in Austria, Germany, Italy, Spain and The Netherlands, the company owns, leases, operates, manages, develops and designs hospitality and retail spaces, including X Bank Amsterdam, the asset management for W Amsterdam and the development of the future Milan Edition.

Designed by London-based Studio Frith, Sircle Collection’s refreshed brand identity incorporates a new logo, clean and simple illustrations and a vibrant colour palette reflective of the company’s core values. A new website and online platform will also be introduced as part of the rebrand, enabling guests to access their booking information across the entire Sircle Collection and to input their own preferences ahead of their stay.

“We are thrilled to announce our new name, Sircle Collection, which marks a fresh beginning for an exciting year and decade ahead,” comments Liran Wizman, Founder of Sircle Collective. “Our hotels and other projects are constantly evolving, and the umbrella company needed a facelift which we hope is now in keeping with that mindset and my personal drive to explore new, exciting ideas.”

In addition to three restaurant launches, a new spa concept and six hotel openings over the past three years, Sircle Collection will expand to The Hague in late 2020 with a new Park Centraal outpost, and to Berlin in early 2021 with the seventh of the Sir Hotels family.

“We look forward to welcoming a new arrival to the Sir Hotels collection in Berlin which is going to be our most ambitious project to date, in addition to Park Centraal The Hague,” adds Bram van der Hoek, CEO and Partner of Sircle Collection. “As we prepare for growth, preserving our core values, culture and making a positive impact on the local economies in each location will be a key priority for us and the Sircle team.”

www.sirclecollection.com