Aman Sees Space for Janu Brand: Experts Fear Dilution

5 March 2020

Aman Group has launched a sibling brand, Janu, its first in its 32-year history, which executives say will share DNA but at a lower, albeit still-luxury price point.

In its 32 years since being founded by hotelier Adrian Zecha, Aman Group has gained legions of aficionados—known as ‘Amanjunkies’—with only one brand, the eponymously named Aman.

Now, the hotel group looks to build on that fan base with the launch of a new brand, Janu.

In this piece for Hotel News Now, ‘Aman Sees Space for Janu Brand; Experts Fear Dilution’, Terence Baker asks Luxury Branding Founder Piers Schmidt for his opinion on the move to introduce a diffusion offering.


Luxury Branding is a strategic advisor specialising in generating sustainable brand value. Its principal experience is in the ultra-competitive premium segments of the tourism, travel, hospitality and residential real estate sectors.1

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With a unique blend of ‘calculated creativity’,
Luxury Branding helps ambitious organisations to define and express how they are special, different, and better: special for their affluent customers, different and better than the competition.2

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Piers Schmidt and Ian R Douglas of Phoenix Global are the Co-Founders of Kingham Leigh.
This dynamic new partnership has been created to design, develop and operate innovative hospitality projects in Europe and beyond.3

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