Nordic private equity real estate investor Slättö and Petter Stordalen's Strawberry are unveiling a new hotel chain aimed at filling a gap in the Nordic hotel market, with a focus on strategic locations, quality and high sustainability ambitions.
Strawberry and Slättö will focus on hotels designed for both short and long-term stays, emphasizing high digitalization, efficiency, a clear sustainability profile, and competitive pricing.
For Slättö, which manages institutional capital in its funds, this project aligns well with the company's investment strategy, the company said in a statement.
'We have identified an attractive investment opportunity in a niche market. Strawberry stands as one of the strongest hotel operators in the Nordics. Together, we will generate substantial returns for our investors in a property segment known for its stability but also significant potential for innovation and value creation,' said Erik Möller, head of Hotels at Slättö.
The hotels will be situated in multiple strategic locations, primarily in regional markets, catering to both leisure and business travellers. Slättö views this hotel venture as complementary to its larger investment strategies in residential, light industrial and social infrastructure.
'Hotels need continuous development to attract their target group. They must also be able to quickly adapt to new market demands, contributing to both excellent guest experiences and stable, secure profitability. The new hotel chain is being developed as a versatile service destination to meet market trends,' added Möller.
The new hotel initiative is marked by high sustainability ambitions, such as the goal to use wood in construction, renewable energy production with solar panels and geothermal heat, resource efficiency through digital solutions, fast EV charging and environmental certification.
The first hotel is expected to open in Q2 2025 in Falkenberg, in southern Sweden, featuring 151 rooms.
Slättö is a private equity real estate investor with €2 bn of assets.
