Ruby Hotels has set its sights set on further international expansion with a third hotel planned for London.

After the opening of Ruby Lucy in Southbank earlier this year and with Ruby Stella set to open in 2022 in Clerkenwell, expanding to the west of the UK capital marked the next logical step for the group.

Scheduled for a late 2023 opening, Ruby Zoe will be located in the heart of Notting Hill and feature a street-front public area combining retail and hotel elements. The 173-key newbuild – set to be delivered by London-based developer Frogmore – is within walking distance of Kensington Palace and Hyde Park, while Portobello Road Market with its quirky stalls, independent shops and restaurants is just around the corner.

“We are delighted to have secured Ruby Hotels as an occupier on our Notting Hill Gate Estate. When we asked Gerard Nolan & Partners to market the hotel opportunity in our West Block, we received 13 bids from 10 different hotel operators,” says Jo Allen, Chief Executive of Frogmore.

“We really love Ruby’s approach and vision for the project, which we believe will complement the area. The Ruby team have been fabulous to work with, have convincing development and construction competence together with the financial resources to deliver something special which I hope will be enjoyed by many.”

Ruby Zoe follows the brand’s ‘lean luxury’ philosophy: a top location, high-quality fittings and outstanding design, all offered at an affordable price by cutting out the superfluous and focusing on the essential.

Michael Struck, founder and CEO of Ruby Hotels, adds: “Based on the model of modern luxury yachts, we accommodate our luxury in a relatively small area and simply leave out the unimportant. We also organise ourselves using our own technical solutions in a very different way to the rest of the industry. We plan and build in a modular way, centralise more and automate consistently behind the scenes.

As well as helping us to make a luxurious and unique hotel experience affordable for our guests, this approach gives us a leaner and more adaptable cost structure and means lower risks for our real estate partners. This combination of advantages helps us especially in these unpredictable times.”