III Focus
Luxury Hospitality
Hotels operated under international luxury brands, built for the long term and shaped by their setting.
IFirm
Backed by two founding families, JL Equity aims to develop emblematic hotels and residences in Morocco.
We pursue only a handful of projects at any one time, committing our own capital or assets to each.
IITrack record
€1bn+
in capital deployed by the two principals over their careers.
Branded Residences
Private residences alongside the hotel, sharing its brand, service and standard.
IVFlagship development
Marrakech
Hotel & Branded Residences Ongoing
A luxury resort hotel and a limited collection of private residences just outside Marrakech, operated under an international luxury brand.
More details soon
VApproach
How we work
We lead a select few projects at a time, staying as close to each as possible.
01
Origination
We piece most projects together ourselves, from the land to the brand and the partners.
02
Structuring
We structure each project and bring in partners for the long term.
03
Delivery
We shape the design, oversee construction, and stay heavily involved long after the doors open.
04
Investment
The families commit their own assets to what they build, alongside the partners who invest with them.
VIPeople
Founders
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Investment Partner
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Development Partner
* Supported by a multidisciplinary team and specialist advisors, including Deloitte, Colliers and Bird & Bird.
VIIHeritage
Two local families behind JL Equity.
Deeply attached to their country and its history, across nearly a century of public life, hospitality and property.
VIIIContact