JENNY BAKER (FORMERLY LJUNGBERG)
Creative Director, CEO & Proud Owner of c/o Hotels
As Creative Director, CEO & Proud Owner of c/o Hotels, Jenny Baker both created and oversees all aspects of her c/o lifestyle brand. Scandinavian Cozy is a term she coined to describe the hotels’ welcoming blend of American ease and sophisticated Scandinavian sensibility that embodies quirkiness, personality and professionalism.
Her hotels offer a comforting mix of environmentally friendly spaces, modern design mixed with Old World Charm, photo art and Slow Food restaurants where dogs and kids are as welcome as lovers and exes. And partners, husbands and wives… Jenny’s flagship property, the century old former Maidstone Arms Inn in East Hampton, New York, marked c/o Hotels’ entry into the United States.
Jenny is a third generation entrepreneur whose Swedish family founded the real estate and development business Atrium Ljungberg (formerly LjungbergGruppen). In 1997, Jenny and her father started purchasing historic Swedish properties such as the Grythyttan Inn, established in 1640 and Häringe Palace, dating back to 1657, which led Jenny to create a modern lifestyle brand as well as a hotel group. During her tenure in Sweden, the hotel group (originally called Tage Hotels, to honor Jenny´s grandfather who started the Ljungberg family legacy), grew from one conference hotel to six hotels including Stockholm´s celebrated design hotel the Lydmar Hotel. Jenny was responsible for branding and marketing but also introduced educational policies and career counseling for all staff. Jenny played a key role in introducing the Slow Food movement to the Scandinavian hospitality industry and continued that trademark behavior when launching the acclaimed ‘The Living Room’ at c/o The Maidstone. She infused purchasing guidelines that enforced the wellness of both animals and farmers. In line with this, she introduced charity as part of the businesses and allowed for the companies to provide job opportunities for marginalized people. Jenny was named CEO of the group of hotels in 2004. Three years later, she purchased the family’s company shares and assumed sole control of its hotel portfolio, renaming the brand c/o Hotels.
Born in Sweden in 1974, Jenny moved to the United States with her family at the age of 13. After receiving her primary education in New York, Jenny graduated from high school in Brussels, received a Bachelor’s degree from Tufts University and earned her MBA from Columbia University. She started her hotel career as an intern at the Beaver Creek Lodge, CO, which her entrepreneurial father had built while her family lived in Westchester, NY. To supplement her formal education, Jenny received extensive hotel operating experience from the Diplomat Hotel in Stockholm and the Marriott Hotel organization in Amsterdam, which is one of the properties owned by her family.
Jenny spends the majority of her time working with the brand that embodies her lifestyle and philosophy as well as her private real estate developments. When not traveling the world, you’ll most likely spot Jenny in Central Park or at East Hampton’s Main Beach with her daughters Sienna and Tribeca, and her rescue dog Gatsby. She splits her time between New York & the Hamptons, Sweden in the summer and Los Angeles whenever possible, where her filmmaker husband lives. She is constantly on the lookout for her next venture, which will further her mission to do good while inspiring change in others by creating a fabulous, non-judgmental setting to enjoy it all in…