Hilton today announced it has acquired a majority controlling interest in Sydell Group to expand the NoMad Hotels brand from its existing London flagship location to high-end markets around the world.

Over the last decade, Sydell, led by founder Andrew Zobler, has created seven lifestyle brands, with award-winning hotel concepts including NoMad, The Line, Freehand and The Ned.

Sydell will be responsible for design, branding and management of the NoMad brand while Hilton will lead development. The NoMad brand will be fully integrated into Hilton’s commercial platforms, including Hilton Honors. All NoMad properties will remain independently owned.

Hilton projects that as many as 100 NoMad properties will be developed gradually over time, with approximately 10 already in advanced stages of discussion with Sydell.

“Adding NoMad to our growing brand portfolio will create new offerings for guests seeking unique luxury experiences in some of the world’s most desirable locations,” said Chris Silcock, president, Global Brands and Commercial Services, Hilton. “By pairing an already proven brand concept that’s ready for expansion with the power of Hilton’s commercial engine, we are accelerating our ability to drive growth in the luxury lifestyle segment.”

The brand’s flagship, NoMad London, opened in 2021 in a historic building in London’s Covent Garden. It will be available for booking to Hilton guests beginning later this year, and an expansion of NoMad is planned to follow in the world’s top markets. NoMad Las Vegas is excluded from the transaction and will rebrand to a new flag in the coming months.

“We’re excited to begin this new phase for Sydell, as we enter into a partnership with Hilton to expand the NoMad brand around the world,” said Andrew Zobler, founder and CEO, Sydell. “Grounded in the idea of the hotel as a great home, the NoMad brand is dedicated to providing guests with accessible luxury, exceptional design and award-winning food and beverage. Hilton’s expertise in both luxury and lifestyle, paired with its track record in scaling brands, makes for an exciting opportunity. We look forward to seeing NoMad expand into sought-after neighborhoods all around the world.”

News of the Sydell acquisition follows Hilton’s earlier announced exclusive partnership with Small Luxury Hotels of the World and its planned acquisition of the Graduate Hotels brand.

The financial terms of the transaction were not disclosed.