Boris Simm has been appointed as Managing Director at Primestar Group
The PRIMESTAR Group is expanding its management board and appointing Boris Simm as a new member: effective February 1, 2026, he will assume the role of Managing Director. In his new position, he will be responsible for Operations, People & Culture, as well as the strategic expansion of the lifestyle brand June.
Simm joins the PRIMESTAR Group from outside the company, bringing extensive experience from the international hospitality industry. He transfers from the Ruby Hotels Group, where he played a key role in the company's growth and successful scaling over recent years. In various senior leadership positions, he was responsible for operational expansion, organizational development, and the building of high-performing teams and a clearly positioned corporate culture.
A central focus of his role will be the strategic development and clear positioning of the lifestyle brand June. The goal is to further scale the brand, sharpen its identity, and sustainably expand its market presence.
The appointment of Boris Simm underscores the PRIMESTAR Group's ambition to further drive operational excellence and brand development in a focused and strategic manner.