Loews launches new luxury brand with San Francisco buy

Loews Hotels & Resorts is taking its Regency name and using it to launch a new luxury brand. First stop: San Francisco. Loews has now completed the acquisition of the 155-room Mandarin Oriental San Francisco Hotel, which has been renamed the Loews Regency San Francisco. The hotel joins the Loews Regency New York, creating a luxury brand, Loews Regency.

The company said the Loews Regency brand "will combine top-notch amenities and conveniences," and will offer three qualities: location, service and energy.

"The Loews Regency San Francisco coupled with the iconic Loews Regency New York allows us to develop a new brand that really concentrates on customers looking for an intimate luxury experience," said Jonathan Tisch, chairman of Loews Hotels & Resorts.

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With the addition of the Loews Regency brand platform, Loews Hotels now operates three brands, including the the upper-upscale Loews Hotels & Resorts and The OE collection, a soft brand for independent upper-upscale and lifestyle hotels launched earlier this year.