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Abercrombie & Fitch brings pop-ups and more to hotels

Written by Tom Ryan

A&F's "Do It In Denim" launch hosted at sbe's Mondrian Los Angeles - Photo: sbe

Abercrombie & Fitch has partnered with sbe, the lifestyle hospitality company, on a series of co-branded events and pop-up shops to support its A&F Club, currently with more than 4.5 million members.

The rewards include exclusive events and special benefits at sbe's hotels, restaurants and entertainment venues.

The first event, A&F's “Do It In Denim” launch, took place at the Mondrian Los Angeles. Attendees, including A&F Club members, were able to view and try on Abercrombie’s new denim collection. Members of the A&F Club can also enter to win VIP access to grand openings and other cultural events at sbe properties under the partnership.

Founded in 2002, Los Angeles-based sbe operates lifestyle hotels — including SLS, Delano, Mondrian, Hyde, The Originals and Redbury — as well as residences, restaurants and nightclubs. Restaurants include Umami Burger and Katsuya.

As a benefit to sbe, hotel guests will have select access to Abercrombie pop-up shops and exclusive offers.

Sam Nazarian, founder and CEO of sbe, said in a statement, “As global brands targeting a similar customer, we align incredibly well.”

Stacia Andersen, brand president of Abercrombie said, "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."

LG Electronics, The Lincoln Motor Company, Van Dutch Yachts, JetSmarter aviation, Evian and LVMH Moët Hennessy Louis Vuitton SE beverages are some other lifestyle brands that have partnered with sbe.

Retailers have been increasingly interested in hospitality. In their pursuit of experiential retailing, Williams-Sonoma's West Elm and Restoration Hardware have both opened hotels to better showcase their offerings. In June, Amazon partnered with Marriot to bring its Echo smart speakers to hotel rooms. Many retailers are experimenting with pop-ups in hotels, including Warby Parker, which opened one at New York City’s The Standard Hotel in 2012. But the cross-promotion and loyalty scheme behind Abercrombie’s sbe partnership appears unique.

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