Ralf Meppelder and Herman Smit form new management board RE:BORN Hospitality

RE:BORN grows from property brand to lifestyle brand

RE:BORN has just announced that Ralf Meppelder, formerly managing director of Kasteel de Wittenburg, will join as managing director of RE:BORN Hospitality from 15 March. At the same time, Herman Smit, former director of De Pier, will be appointed operations director. With these appointments, RE:BORN underlines its strategic move from developing investor to lifestyle brand: in addition to developing, building and investing, the company is explicitly focusing on the exploitation of its iconic locations. The announcement coincides with the name change of EVE Scheveningen. The concept is expanding and will henceforth continue as RE:BORN Whitehouse. For more information, see: www.re-born.com 

Ralf Meppelder, managing director RE:BORN Hospitality: “It is an honour to be at the helm of RE:BORN Hospitality in a phase where we are further evolving from real estate to lifestyle brand. Therefore, after many good discussions with Saman Mohammadi and Raouf Jarmo, I have decided to quit my current position as director of Kasteel de Wittenburg after 15 years. I am immensely looking forward to starting from 15 March and am grateful to the gentlemen of RE:BORN for this opportunity.”

Alongside Meppelder, Herman Smit, formerly managing director of The Pier, joins as operations director. Together they form the executive team that will further professionalise the portfolio operationally with a view to expanding to other cities. Herman Smit said: “Our mission is clear: to establish operational excellence and ensure the quality and continuity of all locations. By doing so, we create the basis to expand our portfolio to other cities in a controlled way, in close cooperation with partners and local authorities.”

“With the arrival of Ralf as CEO and Herman as COO, we are building one strong operations organisation that integrally manages concept, operation and guest experience,” According to Saman Mohammadi and Raouf Jarmo of RE:BORN. 

Bundling of exploitations in RE:BORN Hospitality

RE:BORN brings together its operating activities under RE:BORN Hospitality, consisting of: 

• The Pier 
• RE:BORN Whitehouse (formerly EVE Scheveningen) 
• EVE by Erik van Loo | Paleisstraat 2 
• ADAM+EVE Stays | Paleisstraat 2  
• people@places | Het Spaansche Hof | Lange Voorhout 32 

Bundling operations centrally creates more focus, scalability and cohesion between concept, hospitality, operations and brand experience. With this, RE:BORN is taking an important step towards further professionalisation and growth in new cities. 

RE:BORN Whitehouse: new name for EVE Scheveningen

From now on, EVE Scheveningen will continue under the name RE:BORN Whitehouse. This change avoids confusion with the recently opened EVE by Erik van Loo, located on Paleisstraat 2 opposite Noordeinde Palace. 

Meppelder on the name change: “It is my honour to announce that EVE Scheveningen is getting a new name: RE:BORN Whitehouse. Whitehouse will build on its current prominence as a venue for events, parties and festivals, combined with a restaurant in the high season. We are also creating a lively, approachable coffee and meeting place open all year round. It serves as a stage where commotion, local connection and urban dynamism come together.”