The luxury company primarily manufactures watches and bicycles, however plans for 2018 include a leap into the hospitality industry

Brand extensions usually go one of two ways. Either the parent brand knocks it out of the park and the extension is a hit that leaves customers wondering why the brand didn’t think of it sooner, or they’re a complete flop and customers are left scratching their heads wondering what’s going on. American luxury lifestyle brand, Shinola has decided to extend into the hospitality category with a Shinola-branded hotel. Shinola plans to open the 130-room hotel in a former shopping and entertainment district in Detroit as part of its ongoing revitalization effort.

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