Hotelier SBE Signs Partnership With Abercrombie & Fitch To Hold Experiential Events
Hospitality and entertainment specialist SBE has inked a partnership with retailer Abercrombie & Fitch to feature the apparel brand in a series of co-branded events and pop-up shops — experiential events — at some of the hotelier's properties.
As part of the deal, members of the A&F Club, the retail brand's loyalty program, will have access to various benefits at SBE's hotels, restaurants and entertainment venues.
The first of the events, A&F's Do It Denim launch, took place recently at the Mondrian Los Angeles, an SBE property. Attendees, including A&F Club members, had the opportunity to examine and try on the brand's new denim collection.
LA-based SBE, which was founded in 2002 by Sam Nazarian, is no stranger to partnering with upmarket consumer brands. Abercrombie & Fitch joins the likes of LG Electronics, Lincoln Motor Co., Van Dutch Yachts, JetSmarter aviation, Evian and LVMH Moët Hennessy Louis Vuitton SE beverages in bringing SBE-orchestrated experiences to guests.
Nazarian has created more than 30 brands, including SLS hotels and Hyde Hotels. SBE also owns restaurants and nightclubs in the Los Angeles area.
With the acquisition of Morgans Hotel Group in partnership with the Yucaipa Cos. and Cain International (formerly Cain Hoy), SBE's global portfolio will total 25 hotels and over 170 restaurants, nightclubs and other entertainment venues by the end of 2018.
Retailer Abercrombie & Fitch has had a bumpy ride in recent years, closing about 60 stores last year after a poor 2016 holiday sales season. More recently, the company unveiled plans to open a new store concept in August in Columbus, Ohio, targeting campus consumers at the University of Ohio.
