Niels has spent more than 25 years in the hospitality industry, having been associated with some of the finest hotels in the world. His career has embraced landmark, resort and boutique hotels such as The Savoy in London, St Andrew’s Old Course Hotel in Scotland, and Sheraton Park Tower Hotel in London, part of Starwood’s Luxury Collection. In 1999, as part of Morgans Hotel Group, he launched St Martins Lane, Ian Schrager’s first venture outside of the USA. In 2001 he became Regional Vice President of the Morgan’s Hotel Group in London, also running the Sanderson hotel, responsible for 650 staff and £48m turnover. In 2004 Morgans Hotel Group promoted him to become Executive Vice President of Operations in the US, running ten properties in New York, Miami, California and London, a total of more than 2,700 rooms.

In 2007 Niels returned to London to become COO of Devere Deluxe, a collection of eleven hotels. The first hotel to be repositioned was Cameron House in Scotland. A chance meeting led Niels to Sarment, a fine wine advisory service that looked after the needs of private clients around the world, which subsequently led Niels to set up his own wine company, The Sherry Wine Company, which still operates today.

In 2012 Niels returned to the hotel world to oversee the Royal Horseguards Hotel in London, then as Chief Development Officer, where he set up GLH’s new luxury brand, Clermont Hotels. The wine world then came calling again when Niels was introduced to Grant Ashton, Founder and CEO of 67 Pall Mall. For Niels this was a marriage made in heaven, bringing together his world of hospitality and wine. To be part of the team to bring a new wine club to London is a dream come true.