In 1998, entrepreneur Jack Penrod introduced the world to Nikki Beach – the ultimate beach club concept that combines the elements of entertainment, dining, music, fashion and art into one.
Starting out in Miami, the Nikki Beach concept has grown internationally and has carved itself out as a global luxury lifestyle and hospitality brand. We were honoured to get a chance to interview the Founder and Owner.
LM: Thank you for your time Jack. Can you tell us a bit about the Nikki Beach concept?
JP: Nikki Beach is the ultimate beach club concept that combines the elements of entertainment, dining, music, fashion, film and art into one with locations found at the hottest addresses and trendsetting locales worldwide. Today, our concept has transcended its international venues and grown into a global, multifaceted luxury lifestyle and hospitality brand comprising of a Beach Club Division; a Lifestyle Division (including an exclusive branding and clothing line found at the Boutiques located at all locations, a music label and Nikki Style Magazine, a luxury travel, fashion and lifestyle publication produced three times a year); a Special Events Division and a Hotels and Resorts Division.
LM: How did the brand come about?
JP: Nikki Beach was born to celebrate the life of my daughter Nicole. She tragically passed away in a car accident and we wanted to do something to celebrate her life. So we started out with a beautiful garden by the sea which we called Café Nikki where friends and family could get together and share great times. We did not have any plans for a global brand. However, the magic between our family concept and our customers created a demand. It was then that we decided to strategically expand worldwide.
LM: That’s such a great positive way of looking at life and truly amazing. Is this still a family run business?
JP: Yes we are indeed a family owned and operated business. My wife Lucia, my son Mike and my son-in-law Peter are active members of the Board of Directors and each have the responsibility of handling a specific area of the business. Even though our company has grown tremendously, the sense of family and camaraderie within our staff all around the world is the same as when we opened our first Nikki Beach almost 15 years ago.
LM: What else is unique about the brand?
JP: Where as many brands started in Ibiza and then expanded around the world, we started elsewhere 15 years ago, and then went to Ibiza. It’s like we did everything in the opposite way. But as I said, we never thought we were going to branch out.
LM: How do people view Nikki Beach?
JP: There is a quote in a book called Cannes Confidential, and in it, the author writes about Nikki Beach. One of the ways he describes Nikki Beach is exactly in tune with what we are all about: He sums it up very well when he say “What I also liked about Nikki Beach is that the atmosphere makes people smile, somehow bringing out the best in human nature, enabling people to drop their inhibitions and have a spanking good time.”
LM: Where else can Nikki Beach be experienced?
JP: Nikki Beach can now be experienced in: Miami Beach, Florida, USA; St. Tropez, France; St. Barth, French West Indies; Marbella, Spain; Cabo San Lucas, Mexico; Marrakech, Morocco; Koh Samui, Thailand; Mallorca, Spain; Ibiza, Spain; Phuket, Thailand; Porto Heli, Greece; Bali, Indonesia; and pop-up locations in France during the Cannes International Film Festival; Canada during the Toronto International Film Festival; and the USA during the Sundance Film Festival. The Hotels and Resorts division has a current location in Koh Samui, Thailand and Porto Heli, Greece.
LM: Wow they are some of the hottest addresses indeed! Any new openings?
JP: Yes later this year in 2015 we will be opening a property in Dubai, UAE.
LM: And finally…what is your philosophy in life?
JP: Simply celebrate your life!
For more information about Nikki Beach Worldwide, visit: www.nikkibeach.com