If Margaritaville can do it, why not Tommy Bahama?
Soon your wedding party will be able to put on those $100 Hawaiian shirts and sleep on colorful Tommy sheets in California’s Coachella Valley, at the upscale retail brand’s first hotel, the Tommy Bahama Miramonte Resort & Spa in Indian Wells.
Tommy Bahama parent Oxford Industries is partnering with hotel developer Lowe to revive the Miramonte, which Lowe has owned since 2020. Its website notes it has “a portfolio of 6 happy, upbeat, high-margin lifestyle brands,” including Lilly Pulitzer and Johnny Was.
Citing similar psychographics between their customer bases, the two will spend $8 million renovating the property and adding several timely Bahama touches including a Tommy Bahama Restaurant and retail store, Hotels magazine reports.
Low already has spent $10 million updating the property, which is open now. When the latest rounds of upgrades are complete, it will have 215 rooms including 23 suites, five of them decorated with Tommy Bahama home products, plus 35,000 square feet of meeting space and a 12,000 square foot spa.
Tommy Bahama already has a corporate events business, and is partnering with Disney on a clothing line. Its Tommy Bahama Restaurant and Marlin Bars have more than 20 other locations across the United States.
In the hospitality space, it joins a long line of upscale retail brands, including Versace, Armani , and Louis Vuitton.
