With Miramis, Qarlbo strengthens its presence in the luxury hospitality segment, with the aim of consolidating and developing its business model driven by values inspired by sustainability and innovation.
Stockholm, November 26th, 2024 - Qarlbo AB, the Swedish investment group renowned for nurturing brands with a forward-looking approach, is proud to introduce Miramis, a new luxury hospitality brand crafted for discerning travelers seeking memorable and authentic experiences. With its launch, Miramis represents Qarlbo’s commitment to develop iconic properties in emerging destinations.
Miramis embodies the vision to unlock the potential of extraordinary locations, merging high-end design and personalised guest services with a deep respect for local communities and the environment. The starting point of the brand will be the collection of properties and project pipeline from Erqole, the Italian hospitality company owned by Qarlbo, whose values and vision align with Miramis’ dedication to authenticity, sustainability, and quality.
The launch portfolio for Miramis features the iconic properties situated in some of Italy’s most enchanting locations, all within a short distance of one another in Southern Tuscany, just over an hour from Rome: Hotel La Roqqa and Isolotto Beach Club in Porto Ercole, both launched in 2023, together with Hotel Torre di Cala Piccola in Porto Santo Stefano and Fattoria La Capitana in Magliano in Tuscany, which will both undergo extensive renovations. Additionally, as part of urban regeneration projects, a new hotel is planned at the site of the former Cirio factory in Porto Ercole. Each property will offer distinct and complementary experiences, whether seaside or countryside.
Miramis builds its identity on the values of social and environmental sustainability, respect for communities, and innovation, reaffirming its commitment to authentic personalised hospitality that generates lasting meaningful experiences. This commitment is reflected in its choice to hire local staff, source materials regionally, and embrace a farm-to-table philosophy supported by its own gardens that connect food to guests' well-being. Strengthening the economy in the communities where the brand operates expresses Miramis’ goal of enhancing local heritage, aligning with the latest luxury tourism trends that emphasise personalised service, environmental stewardship, and holistic well-being. With a foundation built on strong values, Miramis seeks to establish itself as are liable and forward-thinking operator within the luxury hospitality sector.
Under the leadership of Flavio Bucciarelli, CEO of Qarlbo Hospitality and Stefano Cuoco, CEO of Erqole, Miramis relies on a close-knit team of over 200 Erqole employees. The Storytellers are the cornerstone of the group: as an example, an entire staff house has been dedicated to them in Italy, along with training programs to promote both a better work-life balance and a strong sense of community. This strategy has proven successful over the years, contributing to notable organic growth.
Flavio Bucciarelli, CEO of Qarlbo Hospitality, commented: “With Miramis, we celebrate a new brand born from a desire to explore unique tourist destinations and create authentic memorable experiences. Erqole, with its expertise, values, and teams, forms the ideal foundation for Miramis, allowing us to set new standards in the luxury hospitality sector. With Miramis, we maintain our unwavering commitment to enhance the regions where we invest and operate in, with a broader and forward-thinking vision that looks towards new destinations, both in gateway cities and in further untapped, authentic locations”.
Stefano Cuoco, CEO of Erqole, added: “The birth of Miramis marks a significant milestone for our company. With a carefully curated portfolio and a strong operational foundation, Erqole is ready to begin this exciting journey.Our goal is to consistently deliver a level of hospitality worthy of the trust that thousands of visitors have already placed in us. Guided by its core values and driven by an innovative, forward-thinking vision, Miramis lays its solid foundations in the portfolio properties and upcoming development projects, enabling us to strengthen our position in the hospitality sector, fostering sustainable growth with a positive lasting impact.”
Miramis
Miramis is a part of the Swedish holding company Qarlbo AB, a family-owned business founded by the Jonsson family. Qarlbo embraces long-term investments in companies across sectors ranging from entertainment and hospitality to energy, biodiversity and real estate, always with a focus on sustainability. Miramis will include the portfolio of the Italian hospitality company Erqole, with which it shares its philosophy and values, which has followed and launched numerous renovation and repositioning projects inTuscany, Italy over the years. For further information, please visit: www.miramis.com
