Malmaison
and Hotel du Vin are part of Malmaison Brand Ltd a subsidiary of
the international property company MWB Group Plc Malmaison has 11
sites across the UK with Aberdeen scheduled to be opened in November
2008. Hotel du Vin & Bistro operates 11 hotels throughout the
UK, including the renowned One Devonshire Gardens in Glasgow. Edinburgh,
Newcastle and Poole are also due to open during 2008.
Malmaison
and Hotel du Vin are regarded as the UK’s leading boutique
hotels group. Their offering is very much focused on a lifestyle.
The hotels are elegantly designed without being pretentious and
offer an exacting attention to detail in everything they do; from
sourcing the finest local produce on their menu to searching the
world for the very best wines. The group has won several coveted
awards including: Best Place to Work 2008 (Caterer and Hotelkeeper),
Best Smaller Hotel Chain 2007 (Business Traveller Awards) and Best
UK Hotel Group (Guardian and Observer newspapers).
Leading
corporate clothing designers, NKD Clothing Ltd, started working
with Malmaison in 2004. The original brief was to implement a brand
look that would work across all of their estate that reflected the
quality and values of the company. NKD Clothing’s approach
was a complete immersion in the client’s business. This involved
extensive analysis of the client’s brand values and gaining
an in-depth understanding of the consumer and staff alike.
Whilst
Malmaison is a top class establishment it did not want to appear
stuffy and unapproachable. The creative team at NKD set about designing
a look that was stylish, professional and importantly practical
and comfortable for the staff.
The
creative solution was a classic look with a modern twist. The bar
and brasserie staff were styled with fitted t-shirts that carried
catchy slogans, for example ‘shaken not stirred’, ‘to
brie or not to brie’ and ‘life is a cabernet’.
Worn with a utility styled apron and on-trend bootleg trousers.
The slogan t-shirts proved so popular that customers asked if they
could buy them and are available to purchase online (www.malmaison-shop.com).
The
NKD team spent extensive time with the staff to ensure that each
area of the hotel staff was individually catered for. For female
reception and managers the initial look was a long line semi-structured
suiting which has evolved into a _ length trouser and mandarin collar
tunic top worn with a black ballet pump, again keeping on par with
fashion trends. The male management staff are styled in a classic
single breasted suit with stab stitching on the collar and working
buttons holes on the cuffs – a classic sign of a well made
suit!
The
housekeeping staff at Malmaison have evolved into a contemporary
look combining combat trousers, t-shirts and trainers – a
first for housekeeping staff which not only looks good but is fun
and practical to work in.
For
the launch of the Liverpool hotel in January 2007 NKD were asked
to design a specific look for the launch of the new ‘Plum
Bar’ within the hotel. Bell sleeve soft jersey tops and wide
leg trouser, along with a bespoke charm style necklace were introduced
that were deemed so popular and stylish the Chief Executive requested
that this new look to be launched in all locations across the group.
The
client was delighted with the results and had no hesitation involving
NKD Clothing with the staff uniform look when it acquired the Hotel
du Vin group in 2005.
For
Hotel du Vin, a more classic and quieter brand than Malmaison it
was important that the outfits designed by NKD Clothing projected
this look and image. Classic suiting in black and charcoal grey
work well with the environment and give off the air of quiet confidence
and charm. Again a bespoke necklace was designed for female reception
and management staff to complete the overall look. Housekeeping
staff wear muted tones of olive soft combat style trousers and tops.
The bar and bistro staff are classically attired in French Bistro
styling of black and white, with the clever use of alternative coloured
ties to differentiate between departments including sommeliers and
supervisors.
Since
then NKD has become an integral part of the client’s team.
They regularly carry out “Style Visits” ensuring consistency
of staff uniform look across the estate. They also organise pre-opening
“Grooming Days”, advising staff on how to wear the uniform
effectively and iron-out any issues etc.
Sean
Wheeler, Group Director of People with Malmaison and Hotel du Vin
said: “NKD have been instrumental in the design and implementation
of our staff uniform across both brands. Our people make our brand
and the image that we project to our Guests is crucial.
NKD
have helped us stay sharp and competitive and raise our profile
in new markets.” He added: “NKD are extremely proactive,
they visit our sites regularly to speak with staff and give us regular
reviews. Their support is fantastic; they even get involved in staff
training activities. Their approach with staff and the finished
garments they have implemented have made our team feel great about
wearing the uniform, something which in our industry can be difficult
to achieve.
NKD
are like an extension of our team. We are planning to grow the business
both nationally and internationally and we are confident that NKD
can help us extend the right staff uniform image and look into these
new areas.”
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