Ruby Group chooses Florence for its debut in Italy

Countdown to the Italian debut of Ruby Hotel in Florence. The opening is scheduled for the second half of July. An opening in Rome has already been decided for 2025. Ruby Group was founded in 2013 in Munich where they are still headquartered today. It currently boasts 18 hotels throughout Europe but is also present in the Chinese market with a local real estate partner.

The future Ruby hotel will be in Piazza della Libertà in Florence, in a 19th century building. It will have a total of 118 rooms and will be called Ruby Bea. At the same time, Ruby Dante will also open, which is a space entirely designated for co-working and offices that can be rented for those working off-site. The group's development plan is ambitious. "Ruby aims at central facilities located in major tourist cities such as Rome, Florence and Milan, transforming them into boutique hotels that reflect the local culture and history. This approach not only offers a unique accommodation experience, but also encourages guests to become more involved in the local culture,' explains Ruby Group founder and CEO Michael Struck. - Through the restoration of these buildings, Ruby Hotels is not only promoting sustainable development, but also enriching the city centres by preserving their cultural and historical substance'.The Florence property is owned by the GB Holding Group, while Ruby is managing the hotel.

"Our expansion into Italy aligns with our goal of offering exceptional experiences in culturally rich and iconic European destinations," adds Struck. "Florence, a city renowned for its artistic heritage and historical importance, fits perfectly with our philosophy. It is an ideal location to debut our 'smart luxury' concept in Italy, combining modern comfort with the unique character of the surroundings. The opening in Florence marks the beginning of a wider expansion in Italy. We are working on our next project in Rome and are actively exploring opportunities in other metropolitan cities such as Milan and Venice. These steps confirm our commitment to combining contemporary hospitality with local culture in major Italian cities'. As Struck explains, the development strategy focuses on the most dynamic European cities, expanding the presence and maintaining the commitment to innovative, sustainable and design-oriented hospitality. "All our hotels follow the philosophy of 'smart luxury'," Struck concludes, "making us emerge as one of the leaders in the accessible luxury segment in the European hotel market."

The Ruby Group, under the leadership of founder and CEO Michael Struck, is breaking new ground with its Lean Luxury philosophy. With a lean organisational structure and a focus on the essentials, Ruby offers a contemporary and accessible form of luxury for modern, cost-conscious and style-conscious customers. Founded in 2013, the Group already operates 18 Ruby hotels across Europe, with a further nine hotels under construction or in the planning stage. In addition, Ruby is expanding into China through a joint venture with Delonix, led by Alex Zheng, one of China's most successful hotel entrepreneurs. Ruby also offers Ruby Workspaces in Munich, Hamburg, Dusseldorf, Amsterdam, Vienna, Stuttgart and Malta: fully equipped workstations and a creative atmosphere with access to an inspiring office community. One of these will also be opened in Florence. Financially strong partners support Ruby's expansion. ECE Group, the Austrian Soravia Group, Franger Investment, a German family office, Ocean Redstone, a private equity fund, entrepreneur Michael Hehn and Michael Struck jointly hold shares in the company.