Starwood Hotels & Resorts said it will unveil its 11th brand by the end of the year, during its third-quarter earnings call earlier this week.

The brand will be in the form of a co-marketing partnership with Design Hotels, a boutique hotel company majority-owned by Starwood.

Starwood acquired a majority share in the company in 2011.

Design Hotels’ 288 properties include New York’s Gramercy Park Hotel, Rome’s G-Rough Hotel and London’s Eccleston Square Hotel.

Starwood interim CEO Adam Aron cited Design Hotels’ “hand-picked collection of independently owned smaller properties.”

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