Abercrombie & Fitch boosts lifestyle focus through global partnership deal with Sbe

By

Cassidy Mantor

Published
Jul 12, 2018

Abercrombie & Fitch has entered into a global partnership with Sbe, the lifestyle and hospitality company behind nightclubs, hotels and restaurants such as SLS Hotels, Mondrian, Umami Burger and Doheny Room Skybar.

The goal of the partnership is to offer curated bespoke lifestyle events and pop-up shops at select properties. Members of Abercrombie's loyalty program will also receive special benefits at Sbe's events, hotels and restaurants.

The partnership's first event launched Abercrombie's new denim collection at the Mondrian Los Angeles on July 10th. The poolside event, called Do it in Denim, gave guests an intimate experience interacting with the product in a luxury-focused lifestyle environment.

Stacia Andersen, brand president of Abercrombie & Fitch said in a statement, "Sbe is a great fit for our brand and together, we look forward to creating authentic, innovative events for our customers."

"As global brands targeting a similar customer, we align incredibly well," added Sam Nazarian, founder and CEO of Sbe.

By signing a partnership with Sbe, Abercrombie & Fitch joins other brands, including LG Electronics, Evian and LVMH Moët Hennessy Louis Vuitton SE beverages, which are seeking to expand their lifestyle reach.

Sbe was founded in 2002 and maintains its luxury positioning in the lifestyle and hospitality space through exclusive partnerships. It operates 25 hotels and 170 culinary, nightlife and entertainment venues.

Abercrombie will continue to roll out curated lifestyle events with the company over the coming months.