Created in 2013 (United States), IT'S NOT A ROOM. IT'S A RESIDENCE. own 120 sister brands and 641 competing brands. IT'S NOT A ROOM. IT'S A RESIDENCE.'s notoriety arose from exemplary management which optimizes product quality and client satisfaction, which in turn generate financial performance, and therefore, stock performance. Being a Popular brand online is assessed based on the evolution of worldwide Web searches over the last five years.