sbe and Abercrombie & Fitch Sign Global Partnership

NEW YORK—sbe has entered into an exclusive partnership with specialty retailer Abercrombie & Fitch (A&F). The partnership will integrate the apparel brand with global sbe properties through a series of bespoke co-branded events and pop-up shops at selected properties.

Additionally, members of the A&F Club, the brand’s loyalty program, will be rewarded with special benefits across sbe’s hotels, restaurants and entertainment venues.

A&F and sbe are focused on creating distinctive experiences for customers and providing opportunities for members and guests to deepen their connection and loyalty through exclusive events, according to the companies. The partnership will be brought to life in the coming months through a series of events. The first of these events, A&F’s Do It In Denim launch, took place at the Mondrian Los Angeles. Attendees, including A&F Club members, had the opportunity to see and try the brand’s new denim collection.

Throughout the partnership, guests at sbe hotels will also have select access to A&F pop-up shops and exclusive offers, while members of the A&F Club can enter to win VIP access to grand openings and other cultural events at sbe properties.

“We are honored to work with such an iconic brand,” said Sam Nazarian, founder/CEO of sbe. “As global brands targeting a similar customer, we align incredibly well, and we are excited to work with the A&F team. This partnership is another important step in the growth of sbe and its innovative cross-marketing outreach. We’re thrilled to have A&F’s 4.5 million-plus club members join our network, and we can’t wait to welcome Abercrombie & Fitch customers to our properties.”

Stacia Andersen, brand president of Abercrombie & Fitch, added, “We are excited to partner with sbe to bring unique experiences to our shared target demographic. With its global presence, its dedication to its guests, and its strong track record of creating immersive experiences, sbe is a great fit for our brand, and together, we look forward to creating authentic, innovative events for our customers.”

sbe has in recent years developed a partnership program with other lifestyle brands including LG Electronics, The Lincoln Motor Company, Van Dutch Yachts, JetSmarter aviation, Evian and LVMH Moët Hennessy Louis Vuitton SE beverages.