It was a bold gambit but today marked the "retirement" of the Purple Hotels brand.
The Real Hotel Group had dared to dream big with Purple and had plans to challenge the likes of Premier Inn to the budget hotel crown. Ultimately it was not to be, and the deployment of "comedian" Lenny Henry proved too much to contend with.
Still as purple-favouring popstar Prince might summise, it could simply of been a sign o' the times, but either way the sale of its three remaining leases today to Travelodge marks the end of this particular economy adventure.
Purple owner the Real Hotel Group (Real Hotel Company) collapsed into administration at the start of this year and appears to be being sold off piecemeal by the administrators with little chance of rescue.
Still, the parting shot that can be found on Purple Hotels's website - borrowed from US author Mark Twain - serves as a fitting epitaph and cautionary tale for us all.
It reads: "A banker is a fellow who lends you his umbrella when the sun is shining, but wants it back the minute it begins to rain."
Farewell Purple Hotels, farewell.
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