The luxury hotel market is about to get crowded as a London-based hotel company has announced ambitious plans to launch a new brand they claim will “redefine” luxury across the industry.

Their first order of business? To convert their existing five-star The Royal Horseguards hotel located on the north bank of the River Thames and re-open as Clermont Hotel in 2014.

The Clermont hotel will serve as their flagship outpost in Europe — the first of 30 Clermont-branded hotels to be built around the world over the next decade.

It’s also the first of three new hotel brands the company, glh. (Global Hotel Company) plans to launch over the next 12 months, it says, an ambitious plan that hopes to put the squeeze on well-established luxury brands like The Four Seasons, the Mandarin Oriental and the Ritz-Carlton.

Other properties that will be rebranded under the Clermont sign include Singapore’s tallest building (290 m) the Tanjong Pagar Centre and the Clermont Kuala Lumpur which are due to open in 2016.

The latter will feature an Olympic-length pool, aqua gymnasium, and private dining rooms where residents can host private events and entertain guests. Plans are also afoot to build private luxury apartments across Singapore and Malaysia called Clermont Residences.