King & Grove to leverage Chelsea Hotels brand

Ed Scheetz, founder of the King & Grove chain, is looking to capitalize on the Hotel Chelsea, deciding to rebrand as Chelsea Hotels, effective immediately. Starting today, all King & Grove hotels will be a part of the new Chelsea Hotels. The tag line is: "Different kinds of more. Different kinds of less."

Scheetz operates five hotels in the city and the Hamptons, including the King & Grove Hotel at 160 North 12th Street in Williamsburg. That hotel will now be known as McCarren Hotel and Pool, the New York Daily News reported. Meanwwhile, the King & Grove New York will go by the name Martha Washington. The original King & Grove property, Ruschmeyer's in Montauk will stay the same. Chelsea Hotels will also unveil the Astor Hotel on Lafayette street in 2016.

He founded King & Grove in 2011, a year after resigning as CEO from Morgans Hotel Group.

Sources told the New York Daily News that Scheetz chose to rebrand King & Grove as a result of the split from partner the Chetrit Group, which had attempted to force out long-term tenants at the Hotel Chelsea.

"We wanted a name that reflects what we stand for as a brand, and Chelsea Hotels does just that. In the spirit of our most iconic property, Chelsea Hotels welcomes all to become part of a community rooted in culture, creativity and shared experiences,” said Scheetz.