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Montage Hotels launches new brand

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California-based Montage Hotels & Resorts announced Wednesday morning it will launch a new brand, Pendry Hotels.

Pendry is a British surname that "embraces ‘Know Thyself’ as a family motto," Alan Fuerstman, Montage founder and CEO, said in a statement. In discovering the name and its meaning, "we knew we had found a brand identification that speaks to the aspirational ethos of our customer . . . self-aware, confident, intellectually curious and engaged," he said.

The first of the newly branded hotels will be Pendry San Diego.

A representative had no immediate answer about whether Pendry will have a presence in Hawaii. The company’s properties include the Montage Kapalua Bay on Maui.


Correction: An earlier version of this story indicated the Montage Kapalua Bay would be rebranded with the new Pendry hotel concept.

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