sbe and Abercrombie & Fitch sign global partnership


sbe, the leading lifestyle hospitality company, announced today an exclusive partnership with specialty retailer Abercrombie & Fitch, a division of Abercrombie & Fitch Co. (NYSE: ANF). The partnership will integrate the iconic 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 unique experiences for its customers and providing opportunities for its members and guests to deepen their connection and loyalty through exclusive events. 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 Abercrombie & Fitch 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.

Sam Nazarian, Founder and CEO of sbe: “We are honored to work with such an iconic brand. 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+ 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 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.”

Michele Caniato, Chief Brand Officer at sbe, said: “Abercrombie & Fitch is an iconic global brand and we are experts in the curation of lifestyle experiences – by bringing our acclaimed companies together through a strategic partnership built on shared values, we are able to offer guests unparalleled experiences.”

sbe excels in creating immersive guest experiences and has in recent years developed an extensive partnership program, giving guests the opportunity to engage with luxury and lifestyle brands through unique services and amenities. Abercrombie & Fitch joins a roster of other notable lifestyle brands that enhance the guest experience at sbe properties, including LG Electronics, The Lincoln Motor Company, Van Dutch Yachts, JetSmarter aviation, Evian and LVMH Moët Hennessy Louis Vuitton SE beverages.

The hospitality group, founded by Sam Nazarian in 2002, is distinguished for its 360-degree lifestyle experience, offering guests and residents luxury at every touchpoint on an around-the-clock basis. Amenities include day and nightlife entertainment, award-winning dining, premium in-room services and exquisite design.

About sbe

Established in 2002 by Founder and CEO Sam Nazarian, sbe is a privately-held, leading lifestyle hospitality company that develops, manages and operates award-winning hotels, residences, restaurants and nightclubs. Through exclusive partnerships with cultural visionaries, sbe is devoted to creating extraordinary experiences throughout its proprietary brands with a commitment to authenticity, sophistication, mastery and innovation. Following the acquisition of Morgans Hotel Group, the pioneer of boutique lifestyle hotels, in partnership with The Yucaipa Companies and Cain International (formerly Cain Hoy), sbe has an unparalleled global portfolio which will see 25 hotels and over 170 global world-renowned culinary, nightlife and entertainment venues by the end of 2018. The company is uniquely positioned to offer a complete lifestyle experience – from nightlife, food & beverage and entertainment to hotels and residences, and through its innovative customer loyalty and rewards program, The Code, as well as its award-winning international real estate development subsidiary, Dakota Development – all of which solidify sbe as the preeminent leader across hospitality. The company’s established and upcoming hotel brands include SLS Hotel & Residences, Delano, Mondrian, The Redbury, Hyde Hotel & Residences, and The Originals. In addition, sbe has the following internationally acclaimed restaurants and lounges under subsidiary Disruptive Restaurant Group: Katsuya by Chef Katsuya Uechi, Umami Burger, Cleo by Chef Danny Elmaleh, Fi’lia by Michael Schwartz, Leynia and Diez & Seiz by Chef José Icardi, Hyde Lounge, S Bar, Doheny Room Skybar, Bond, and Privilege. To learn more, watch sbe’s #thisisbeyond video and visit

About Abercrombie & Fitch

Abercrombie & Fitch, a division of Abercrombie & Fitch Co. (NYSE: ANF) is a specialty retailer of high quality apparel and accessories for men and women. For more than 125 years, the iconic brand has outfitted innovators, explorers and entrepreneurs. Today, it reflects the updated attitude of the 18 to 24-year old customer, while remaining true to its heritage of creating expertly crafted products with an effortless style.

Abercrombie & Fitch operates approximately 270 locations worldwide as Q1 2018. It is the namesake brand of Abercrombie & Fitch Co. The Company’s other brands include abercrombie kids and Hollister Co.