Protagonists

Maison Pariente, the luxury brand's expansion targets Italy

Hospitality. In five years, the daughters of the founder of the Naf Naf brand have created four high-end hotels in France, including Le Grand Mazarin in Paris

22 April 2024

3' min read

Ta story of a family that dfrom fashion moves on to real estate and becomes a symbol of elegance in hospitality. Maison Pariente, the French hotellerie brand run by Leslie and Kimberley, the daughters of Patrick Pariente, founder of the Naf Naf clothing brand, is celebrating five years in business. Once he sold the fashion company, he turned his attention to real estate, in particular building up a retail portfolio.

Smiling and affable, the two sisters now head a portfolio of four luxury hotels spread across France, from Le Coucou in Méribel to Lou Pinet in Saint Tropez and Crillon Le Brave in Provence, and most recently, opening in September 2023, Le Grand Mazarin in the Marais area of Paris, the first hotel in the city. The family was also involved, and still is, in the Apogée in Courchevel, in partnership with Xavier Niel, which, however, is not part of the Maison Pariente collection.

"Our group is focused on France, but we are also looking for opportunities across the border to expand, particularly in Italy," Leslie tells Sole24 Ore exclusively. "We are evaluating different locations, certainly areas such as Sardinia, Puglia and the Amalfi Coast are of interest to us.

Over time, the family has accumulated an interesting real estate portfolio, concentrated in particular on retail and office space. "My father, in the years that he has been running the Naf Naf brand, has got to know which are the best locations for shops," says Leslie, "That is why he has been able to make targeted acquisitions and create a real estate portfolio in the major French cities, Paris, Lille, but also Saint Tropez. New real estate developments and acquisitions are managed by the family company or with some partners.

Returning to the hotel theme, the objective is to go beyond the French borders, and among the countries Spain is also of interest to the group. "The important thing for us," says Leslie, "is to maintain the spirit of the company, we are not aiming for too fast a development, but we want to choose and proceed slowly. In short, quality and not quantity.

'Le Grand Mazarin is our latest challenge,' says his sister Kimberley. 'Located on the corner of rue des Archives and rue de laVerrerie, the hotel is in a completely renovated period building. The hotel embodies our philosophy of elegant and relaxed, simple and warm luxury. The décor bears the signature of Martin Brudnizki, founder of the MBDS Design studio in London'. "As soon as we met Martin, we realised that his taste and style suited what we wanted to achieve. The fact that he has lived a lot in France and speaks French, I won't hide, made it easier for us,' Leslie echoes.

In the pages describing the hotel on the group's website, the style of the hotel is defined as French classicism revisited by the most English of Swedish designers. The rooms are dominated by pastel colours skilfully combined to create harmonious solutions. In detail, Brudnizki and Maisons Pariente drew on the skills of some of France's greatest craftspeople, particularly those marked as Entreprise du Patrimoine Vivant, the seal of excellence designated by the French state. These craftsmen still work with the same traditional methods honed by previous generations. This is how Maison Pierre Frey made the fabrics, Maison Lucien Gau was called upon for the bronze works, Henryrot & Cie for the furniture, Art de Lys for the fabric canopies, real tapestries that instead of being hung on the walls form the upper part of the canopied beds.

The four hotels in the collection are all different, reflecting and respecting the soul of the place that hosts them. The architects chosen are different, but each has been able to bring its own unique style.

Crillon Le Brave was the first hotel in the collection to be opened. It was in 2021 that interior designer Charles Zana gave a new flavour to the communal areas of this unique and elegant Provençal hotel.

"Our brand includes hotels for which the destination is crucial," says Kimberly. "That is why, in our search for new openings, it is important to screen opportunities to see how we can maintain our philosophy.

In Saint Tropez, the hotel itself is now a destination, while in the mountains, the hotel is dedicated to families, and among its services it offers several restaurants, a kids club diversified by age and Spa.

Paola DezzaCaporedattrice del Lunedì e responsabile del settore real estate per tutto il gruppo
- @24paoladezza
Lingue parlate: inglese, francese
Argomenti: mercato immobiliare, architettura, finanza immobiliare, lifestyle, turismo, hotel e ospitalità
Premi: “Key player of the italian real estate market” di Scenari Immobiliari
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