Stuttering Lonrho22 Mar 2013 21:51
"easyHotel's African expansion stutters"
22 March 2013
News that Africa's first easyhotel is far smaller and in a different location than leased last summer is not the first dramatic U-turn in this increasingly complex and costly story.
In September 2011, David Lenigas, on Bloomberg, said that Lonrho/EasyGroup franchise planned "budget hotels in Ivory Coast, Nigeria, Tunisia, Morocco, Egypt and South Africa."
On 4 October 2011, Lonrho announced their first development - in Mozambique. It reached agreement with LonZim to pay $5.1m for an 80% stake in ATdM. This 'company' owned property that included two derelict hotels. Lonrho "plan to refurbish an existing property on the site to establish an easyHotel by Lonrho and provide quality office space for key companies seeking to establish offices in Beira" ran the news release. The former Hotel Dom Carlos would become a 90-bed hotel. The agreement included liabilities of $2.7m.
This was the same property that LonZim, managed by the Lonrho BoD, had bought in March 2008. Having done nothing with it, despite announcing grandiose plans, they sold it to Lonrho, and managed to book a profit on the deal for LonZim.
After 2011's inspired accounting, the site decayed further. In autumn 2012, Lonrho Hotel's CEO, Ewan Cameron, said that work (was) to begin shortly and that the budget hotel will include 80 beds. In early 2013, the hotel still housed "hundreds of poor families" according to local press. Effectively, this has been a 'dead' investment made by Lonrho's management. Five years this month with no return. Enormous investment will be required to turn the hotel into a place that people would pay to rent a pillow (see "Dom Carlos Beira" Google images).
Little wonder that, almost two years into the "MFA" and with no results, the easyHotel venture switched again. This time to South Africa. They signed a 30-year lease with Afhco on part of Stuttafords, an iconic building in Johannesburg. It appears they failed to find out the full extent of refurbishment required. Afhco now has a problem too although one employee today denied that Afhco was involved anymore. Their website, nonetheless, continues to offer retail and office space at Stuttafords.
None of this should surprise those who have followed Lonrho's Byzantine business dealings over the years. What may surprise is that easyHotel is such an "ideal" bed-partner.
In July 2008, easyHotel upgraded their website. An article 'easyHotel Upgrades Web Site Without Losing Its Cool' references "a plan to introduce 200 hotels in 10 years." Today, easyHotel's website claims a mere "15 hotels" (although there are nineteen - twenty from Tuesday). Their website today still showed the Stuttaford picture.
Stelios and Lenigas live close to each other in Monaco. Wealth and distance do not align their interests with shareholders. While