This year, Nikki Beach—the original luxury beach club concept—is turning 20. Owners, Jack and Lucia Penrod, first birthed the now global chain two decades ago, here on Miami Beach. The visionary couple were among the first to transform the trendy South of Fifth neighborhood. But the owners admit they didn’t have a global vision in mind when they launched the iconic brand.
“Nikki Beach was created to celebrate the life of my daughter Nicole,” says Jack Penrod, Nikki Beach’s owner and founder. “We did not have any plans to become a global brand,” says Lucia Penrod, Nikki Beach Global CEO.
Other posh international brands are celebrating the chic global brand’s big birthday. Renown publisher Assouline has created a Nikki Beach coffee table book in honor of this celebration and luxury fragrance brand 12.29 created a new home fragrance called “Saint Tropez” to mark the occasion.
The Penrods say that it is their loyal followers who helped transform the brand.
“The magic between our family concept and our customers' loyal following created a demand. It was then that we decided to strategically expand Nikki Beach worldwide, while keeping the core message behind Nikki Beach, which is a Celebration of Life,” added Lucia Penrod.
The party continues with Nikki Beach Miami’s weekly programming including Rosé Saturday’s where the vibe is Côte d’Azur meets Miami madness. Sip $5 glasses of rosé, dine on seafood, soak in the sunshine and enjoy live music by Felipe Kaval & Keidy.