Whether it be jetting off to white sandy beaches or immersing ourselves in a calming novel, we’re alway searching for the next oasis – and Nikki Beach in Saint Tropez provides just this. Nestled deep in the French Rivera, the luxury beach club concept hosts a selection of entertainment. Hosted underneath the beating sun, guests will be able to experience the industry-leading culinary offerings as a part of their new Coming of Age era, hosting some of the best Michelin Star Chefs in the world. From their range of local delicacies to a premium dining selection, the exceptional menu has something for everyone. And the fun doesn’t stop there, as guests are able to venture into their new Dom Pérignon Wine Cellar and taste a range of the brand’s finest vintages under an intimate and cosy setting. What started as a quiet lunch retreat by the sea in Miami Beach, has grown into a global lifestyle company. To celebrate their 21st anniversary, the company has teamed up with luxury brands to provide the ultimate experience all while sitting poolside.

Sitting down with Wonderland, we caught up with founders Jack Penrod and his wife Lucia to talk about their journey so far…

Dayna Southall Saint Tropez was probably one of the best experiences of my life!
Jack Penrod Our mission and brand purpose is to celebrate life.

DS And you guys do the most amazing food ever!

JP That’s good to hear. We’ve been working so hard on being not like normal beach clubs!

Lucia Penrod It all can sound so easy, but in reality, it’s probably one of the most exciting things.


DS And you celebrated your coming-of-age year and it’s all about high-end fashion and art and culture, what made you guys focus on these aspects?

LP The coming-of-age means two things: it means to have the brand maturing along with our customer base and reminding us that it’s all about celebrating life with friends and family. It was just a reminder to go back to our roots and being proud of what we created! We really want to focus on our foundations and why we started this in the first place.


DS What do you think stands as the core foundation of Nikki Beach?
LP What stands at the core of Nikki Beach and the brand is celebrating the life of Nicole. Every day we tell our mission statement to the staff: wake up in the morning and say your blessing because you’re alive and well. One of the main reasons our customers always rave and congratulate our staff is because we are not a company that was created sitting around a table and decided what is going to be our concept. We had a situation that created the concept and the mission for us, so our staff feel it.


DS This year you celebrated fashion partnerships, culinary experiences, and entertainment. What has been your personal favourite aspect to work on?

JP The way I see our business, we started off with probably a little too much partying going on and now we’re really concentrating on great foods, paying attention to customers’ needs.
LP Food has become a very important part of spending your day at Nikki Beach. 10 years ago or so I had lunch with Bono and his team at Nikki Beach St. Tropez and he turned around and said “Jack, I’m telling you I have travelled and gone to so many different places that are so much fun. But you guys, you have both the experience and food.”


DS And finally guys, you have so many more ventures coming up, what are you most excited about?

JP We’re having a big party again this summer in St. Tropez with some of the top DJs in the world! I think what keeps it exciting is growing, so we have quite a few things in the books that I can’t say! But expanding and going into the hotel industry is one of the most exciting things.