New boutique hotel chain King & Grove Hotels will make its Manhattan debut by running the Hotel Chelsea for the Chetrit Group. King & Grove fashions itself as a hotelier with a "sense for authentic design, in interesting places, for exciting people." Such people might be familiar with K&G's The Surf Lodge and Rushmeyer's locations out in Montauk. The company is expected to open the Chelsea late this year or early next year, according to Hotel Chatter. The Hotel Chelsea may not be King & Grove's first foray into the New York market, however. There were believable rumors last month that K&G would be taking over Brooklyn's Williamsburg Hotel soon.