Accor and Ennismore have announced they are entering into exclusive negotiations to form what the companies call the world’s leading lifestyle operator in the hospitality sector, focusing on one of the fastest-growing segments of the industry. Through the all-share merger, a new autonomous entity will bring together a portfolio of brands that includes The Hoxton, Gleneagles, Delano, SLS, Mondrian, SO/, Hyde, Mama Shelter, 25h, 21c Museum Hotels, TRIBE, JO&JOE and Working From_. The new entity will be headquartered in London and will take the name Ennismore. Sharan Pasricha, founder and CEO of Ennismore; and Gaurav Bhushan, CEO of the Accor Lifestyle division, will become co-CEOs of the combined entity, alongside an international management team coming from the various brands and industries. Accor will be the majority shareholder of the new entity, with Pasricha holding a substantial minority position. At its inception, the combined entity will comprise 12 brands with 73 hotels in operation with a committed pipeline of more than 110 hotels and another 70 under active discussion, and over 150 destination restaurant and bars. To facilitate the deal, Accor has agreed to take complete control of sbe Group, which operates a number of lifestyle hotel brands including Delano, Mondrian, Hyde and SLS. Accor had purchased a 50% stake in sbe in 2018.