Flavio Briatore and Partners Launch H&E – a New Fund to Expand International Luxury Hospitality Brands
Conceived by Flavio Briatore, Francesco Costa and Alessandro Barnaba, with the aim of growing brands where hospitality, food, wellbeing, entertainment and vibe become distinctive experiences.
Majestas and Merlyn Advisors (“Merlyn”) announced today the launch of Hospitality & Experience (“H&E”), a new fund dedicated to expanding established hospitality brands internationally and investing in new concepts. H&E brings together multiple brands (including the iconic Crazy Pizza and Billionaire) with a franchise spanning across 11 countries. The fund will support the brands’ growth in existing markets and new geographies, while identifying, investing in and creating new brands with the potential to scale internationally.
The partnership combines Majestas’ experience in developing and operating elevated hospitality brands created by Flavio Briatore and Francesco Costa with the investment expertise of Merlyn, the platform founded by Alessandro Barnaba. Francesco Costa and Alessandro Barnaba will lead the management of H&E. Flavio Briatore remains a significant investor in the fund and will continue to follow the brands’ development. Day-to-day operations at the individual brands will continue unchanged.
"I am proud to have created and grown iconic brands such as Twiga, Billionaire and Crazy Pizza, which have redefined the concept of luxury dining around the world. Now is the time to open a new chapter in our story with the creation of H&E - Hospitality & Experience, which will strengthen our existing brands and has great ambitions for growth. I remain a shareholder, and I am entrusting the management to Francesco and Alessandro with complete confidence, convinced that the success of a business – especially in luxury hospitality and entertainment – depends largely on the quality of its managers and on continuity of management. For this reason, there will be no change to the day-to-day operations of the individual brands. This transaction will also allow me to dedicate myself even more to Formula 1 at the head of the Alpine Team, while continuing to closely follow the development of the brands I have always championed," said Flavio Briatore.
"I have been lucky to be Flavio's partner for fifteen years, and over that time we have built brands that are now recognised internationally. Alessandro and I already share a journey with Battistoni, which has allowed us to get to know each other and to recognise that we share the same values: care for the product, attention to the customer, and the belief that a luxury brand is built over time and with consistency. With H&E - Hospitality & Experience, we are transferring what we have built together into a structure capable of attracting new capital, including from institutional investors, of unlocking brand value through transactions such as the sale of Twiga, and of giving our brands the tools to grow in new markets. We are also looking at emerging brands and new concepts that could become the leaders of tomorrow's hospitality. Given the success of the initial fundraising, the interest from institutional investors and the significant pipeline of new investments, we expect H&E to position itself among the leading mid-market funds in the sector, in the €250–500 million range." said Francesco Costa.
"In H&E - Hospitality & Experience and its brands, I find the principles I believe in. F&B is a sector with significant growth opportunities, and one of the few that artificial intelligence cannot replicate, because it thrives on experience, presence and human connection. With Merlyn, we want to accelerate the international growth of this heritage, preserving the quality that has made it unique while placing it within an operational and financial management framework that combines scalability with careful risk management. Being able to count on Flavio and Francesco, who have created some of the most recognised brands in international hospitality, is a privilege for us and the best guarantee for the future of the project." said Alessandro Barnaba.
H&E is already evaluating investment opportunities in Italian and international brands, with transactions expected in the coming months. Its approach will build on the portfolio’s Italian roots, combining food, service and entertainment while adapting each brand’s offering to its destination.
