YO! Company

YO! Co is Simon Woodroffe’s own company that conceives and develops new YO! brands. YO! Co seed finances these new brands and goes on to own equity stakes and collect royalties from its endeavours.

"YO! was always destined to be a retail brand and just happened to be a sushi bar in its first manifestation." (Mark Norton, designer of the original YO! Logo)

Simon Woodroffe believes that the holy grail of retail today is to constantly and never endingly innovate in order to deliver high luxury without the high cost.

Click on the logos at the top of the page below to discover more about the various YO! Co. brands.

YOTEL opened at Gatwick Airport in July 2007, followed by Heathrow Airport in Winter that year. Schiphol opened in Summer 2008 and a 669 bedroom site opened in New York in June 2011.

YOTEL was a winner in the 2009 Business Travel World Awards.

In April 2008, Simon sold his personal ownership in YO! Sushi but his company YO! Limited retains a royalty arrangement in perpetuity which means that unlike Richard Branson, Simon will never have to write a book called "How I Lost my YO!"

New brands YO! Home and YO! Zone continue as works in progress

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