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PEACHTREE GROUP RECENTLY introduced new branding, logo and tagline, "Guided by Intuition, Grounded by Expertise." The branding update aims to project the company's integrated investment strategies and service platforms. This change consolidates the company's varied brand portfolio, renaming Stonehill as Peachtree Group Credit and Peachtree Hospitality Management as Peachtree Group Hospitality Management, the company said in a statement. "The new branding has given us a competitive edge in attracting top-tier talent, ensuring a consistent influx of the best minds and skills to navigate an ever-changing business landscape," said Greg Friedman, CEO and managing principal of Peachtree Group. "Moreover, our strategic branding approach, aimed at consolidating our diverse range of businesses, is poised to unleash even greater untapped potential within our investment platform. This platform, already proven in its value in the hospitality sector, has played a pivotal role in our expansion and diversification into other real estate sectors and ventures."

PEACHTREE GROUP RECENTLY signed a long-term agreement with Southfield, Michigan-based Group 10 Management, adding 14 hotels and 1,648 rooms to its managed portfolio. This expansion brings Peachtree's total managed properties to more than 100, primarily Marriott, Hilton, and IHG-branded hotels in the metro Detroit area, Peachtree said in a statement. Peachtree is led by CEO and managing principal Greg Friedman, CFO and managing principal Jatin Desai, and principal Mitul Patel. "Our extensive experience in hotel operations allows us to partner with Group 10 to elevate third-party management," said Vickie Callahan, president of Peachtree's hospitality management division. "A substantial portion of Peachtree Group's portfolio is third-party managed, underscoring our commitment to delivering strong financial results for our partners and exceptional guest experiences." Peachtree's hospitality management division operates limited-, select-, and full-service hotels, primarily in the upper-midscale and upscale segments, the statement said. The division now manages 107 hotels across 27 brands, totaling 13,485 rooms in 27 states, including Washington, D.C. With the Group 10 addition, Peachtree's third-party management portfolio expands to 31 hotels.

PEACHTREE GROUP RECENTLY launched a restaurant management division to operate quick-service restaurants, starting with coffee shops at hospitals, universities, and other high-traffic locations. The venture, led by Daniel Puglisi, senior vice president of corporate operations in Peachtree's hospitality management division, began with a partnership with AdventHealth, opening a Starbucks at AdventHealth Orlando. Peachtree is in talks with other coffee franchises to expand into high-demand markets with captive audiences, aiming to build a strong nationwide portfolio of quick-service coffee shop locations, the company said in a statement. "Since our founding in 2007, we have consistently grown by identifying inefficient markets and capitalizing on them to achieve strong returns and build sustainable businesses," said Greg Friedman, Peachtree Group's managing principal and CEO. "Expanding into restaurants from our existing hospitality management capabilities was a natural evolution. Our partnership with AdventHealth marks a significant milestone as we look to replicate this successful model across their network and other prime locations."

PEACHTREE GROUP RECENTLY surpassed $2 billion in hotel development, with 48 hotels nationwide, including 10 in qualified opportunity zones. The company is expanding into urban infill markets through underwriting, project management, local partnerships and larger investments. The Atlanta-based company began developing hotels 17 years ago with a $10 million Fairfield Inn in Alabama, focusing on suburban, highway and tertiary markets in the Southeast and Midwest, Peachtree said in a statement. Peachtree is led by Greg Friedman, managing principal and CEO; Jatin Desai, managing principal and CFO; and Mitul Patel, principal. "Our early projects taught us how to build efficiently and effectively, setting the stage for the more complex developments we're delivering today," said Friedman. "From suburban mainstays to urban landmarks, our team's adaptability and expertise have been key to our success."

Peachtree Group recently acquired the 180-room Hilton Garden Inn Denver Tech Center in Denver, marking its second hotel in Denver after the Element Denver Park Meadows. The company's hospitality management team will oversee the seven-story hotel located in the city's employment hub, Peachtree said in a statement. However, the financial terms of the transactions were not disclosed. "We are excited to acquire this premium-branded hotel in a growing submarket with a variety of diverse and stable demand generators," said Michael Bernath, Peachtree's senior vice president for acquisitions. "The Denver economy is well diversified, with the city gaining recognition as a burgeoning tech hub. We believe the expansion of the R-Line, increased connectivity of the area and the completion of the transformative Bellview Station development will continue to make the Denver Tech Center an attractive destination for consumers and corporations alike." Peachtree aims to further invest in the property, which was previously renovated in 2014, the statement said. The hotel is near the under-development Bellview Station, a transit-oriented mixed-use development spanning more than 50 acres. There are companies including Comcast, Oracle, Microsoft, Zoom, Charles Schwab, Fidelity Investments, Newmont Mining, and Western Union in the vicinity.