Summary: Sant Ambroeus appoints PURPLE as its U.S. agency of record to lead communications and media relations as the Milan-founded hospitality brand accelerates openings in North America.

Sant Ambroeus appoints PURPLE as U.S. agency of record to handle the brand’s public relations work in the United States, a move designed to reinforce communications as the company grows its presence across established and new North American markets.

Appointment Overview

The hospitality label has named PURPLE as its agency of record for U.S. communications. Under the agreement, PURPLE will direct media relations, refine brand positioning and support Sant Ambroeus as it extends its footprint in North America.

Founded in Milan in 1936, Sant Ambroeus retains family ownership while developing a global network of cafés and restaurants. Over nearly nine decades the brand has built a presence in Italy and key international markets, with a particularly notable footprint in New York.

  • Current locations include Italy, New York, the Hamptons, Palm Beach, Aspen and Paris
  • Planned openings in 2026: Beverly Hills and Miami
  • Planned opening in 2027: Dallas

The Sant Ambroeus Identity

Sant Ambroeus is recognised for its all‑day café and restaurant format that blends Italian coffee service, pasticceria offerings and signature Milanese dishes. Each venue aims to balance the brand’s heritage with a modern sensibility while adapting to local neighbourhood character and guest expectations.

Scope of PURPLE’s Role

As agency of record, PURPLE will be responsible for crafting and executing the U.S. communications strategy, managing media relationships and supporting the brand’s market development. The partnership is intended to elevate Sant Ambroeus’s visibility as it opens new sites and engages media and consumers across diverse U.S. markets.

Interior of a Sant Ambroeus café showing Italian pastry display and café seating, reflecting brand expansion in the US
Sant Ambroeus blends Milanese café traditions with local styles as it expands across North America

Expansion Focus: North America

Sant Ambroeus plans to continue its U.S. rollout with openings scheduled in high-profile leisure and urban centres. The company’s approach balances neighbourhood service with destination-level dining, a strategy that relies on consistent operations and strong local communications.

  • 2026: Beverly Hills – expected to target West Coast audiences
  • 2026: Miami – tapping into a vibrant dining scene
  • 2027: Dallas – expanding into a new Texas market

Industry Context and Implications

Appointing a dedicated U.S. agency of record is a common step for hospitality brands seeking to scale in competitive markets. Centralised PR support can help ensure consistent messaging, coordinate launch activity and secure media coverage in regional and national outlets.

For Sant Ambroeus, working with PURPLE aims to provide the communications infrastructure needed to support new openings and maintain the brand’s identity as it adapts to different American markets.

Why this matters: The partnership signals Sant Ambroeus’s commitment to a coordinated U.S. growth strategy. For travellers, this means more opportunities to experience a Milanese café concept in North America. For the hospitality industry, the move highlights the role of targeted PR in launching and sustaining international brand expansions.