Luxury rose company Forever Rose, known for its long-lasting roses, has revealed plans to open its first boutique hotel in London by 2018, in Dubai by 2020 and in Doha by 2022.
The firm will invest about $17 million (£13 million) in the London hotel, located in Knightsbridge, and about $26 million (AED 95 million) in its Dubai and Doha venues.
Its GCC hotels will be rose-themed and will house between 90 to 140 rooms.
They will cater to those "seeking a high touch, boutique hotel experience underpinned by an appreciation for excellence in design and love of flowers", according to the firm, which is owned by Dubai retail and hospitality company Al Samadi Group.
The group is also schedules to launch the first Forever Rose Cafe in December in Riyadh.
Al Samadi launched Forever Rose in the UAE in 2014 after acquiring it as an events company for $1.2 million (£1 million) and turning it into a luxury retailer now worth more than $21 million (£16 million).
The company specialises in long-lasting roses harvested and shipped from Ecuador, which it offers alongside luxury diamond jewellery, Belgian chocolates and oud fragrances.
Subscribe to Arabian Business' newsletter to receive the latest breaking news and business stories in Dubai,the UAE and the GCC straight to your inbox.