Bulgari, the Italian jewellery fashion house, is planning to open its first London hotel in Knightsbridge.

According to The Times newspaper, Bulgari Hotels & Resorts, a joint venture between Bulgari and hotel company Marriott International, is preparing to sign a deal with developers to create a 78-room hotel with five apartments.

The company has already opened hotels, designed by Antonio Citterio and partners, in Milan and Bali.

Bulgari is not the only fashionista brand to branch out into the boutique hotel sector. Hotel Missoni, a joint venture between Rezidor Hotel Group and the fashion house, has two hotels opening in 2009 and eight more in the pipeline ranging from 100 to 300 rooms.

The first will be in Kuwait City, Kuwait, followed by a 136-room property on the Royal Mile in Edinburgh, Scotland. The hotels are designed by architects Dino Georgiou & Partners and the interior has been created by Italian architect Matteo Thun, in collaboration with the house's creative director Rosita Missoni.

Rezidor also operates the Radisson SAS Hotels & Resorts, Regent Hotels & Resorts, Park Inn and Country Inns & Suites.