Lifestyle hospitality company sbe is to collaborate with US clothing retailer Abercrombie & Fitch to run co-branded events and pop-up shops in hotels.
Members of the brand’s A&F Club loyalty scheme will be rewarded with special benefits across sbe’s hotels, restaurants and entertainment venues.
The partnership comes less than a month after AccorHotels announced plans to acquire a half share in sbe for $125 million.
Sbe’s hospitality brands include SLS, Delano, Mondrian, Hyde, The Originals (Sanderson, St. Martin Lane, Hudson, 10 Karakoy, Shore Club) and the Redbury Hotels.
Sbe founder and chief executive Sam Nazarian said: “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.”
Abercrombie & Fitch brand resident, Stacia Andersen, 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.”