We were honoured when we got the chance to interview the owner of Nikki Beach, Jack Penrod. For the people who do not know Nikki beach, although that seems almost impossible, Nikki Beach is THE global luxury lifestyle & hospitality brand in the world and has just opened the doors to its 9th beach club & restaurant location, here on Ibiza. Sit back, relax and enjoy this great interview with International entrepreneur Jack Penrod!
Thank you Jack that you have found the time in your busy schedule to answer our questions. Can you tell us something about yourself and the Nikki Beach concept?
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 & hospitality brand comprising of a Beach Club Division; a Lifestyle Division (including an exclusive branding & clothing line found at the Boutiques located at all locations, a music label and Nikki Style Magazine, a luxury travel, fashion & lifestyle publication produced three times a year); a Special Events Division and a Hotels & Resorts Division.
You are a true entrepreneur being and Nikki Beach is a family owned & operated business. Can you tell us how and why you started the Nikki Beach concept…?
Nikki Beach was born to celebrate the life of my daughter Nicole. It started as 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. We are 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 handles 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.
Jack Penrod and the Nikki Beach family
Ibiza is the home of many fantastic beach clubs. What will Nikki Beach bring to Ibiza for the holiday maker?
I think what makes us unique is that many brands started on Ibiza and then expanded around the world whereas we started elsewhere 15 years ago and are now coming to Ibiza. There is a quote that was written in a book called Cannes Confidential and in the book the author writes about Nikki Beach. One of the ways he describes Nikki Beach is exactly in tune with what Nikki Beach is all about: “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 having a spanking good time.”
Many young entrepreneurs like to start all sorts of businesses on Ibiza. When you have 2 tips for those people what will they be..?
One of the most important things to us is staying grounded and true to our beginnings. Nikki Beach was founded to celebrate and honour a beautiful life. We have no room for egos and we have a very good army of soldiers to protect and guard our brand integrity and standards. Those are the type of people we look for to join our team, people that believe and take pride in the brand and concept; people that will be committed to look out for the brand and not for themselves. For us, that is what is more important for the success of any brand: to stay true to your brand and concept and to surround yourself with people who will do the same.
Nikki Beach stands for service. What does service means for you…?
“Your wish is our command.”
What is your favourite spot on Ibiza…?
When we say Ibiza you say…?
written by Virgil Brewster