Abercrombie Moving Closer to Where Its Customers Are

Abercrombie & Fitch Co. has teamed with lifestyle hospitality firm SBE for a series of co-branded events and pop-up shops at select SBE properties.
SBE, founded in 2002 by chief executive officer Sam Nazarian, develops and manages hotels, residences, restaurants, and nightclub and entertainment venues. Following the acquisition of Morgans Hotel Group, in partnership with The Yucaipa Cos., and Cain International, SBE will have a global portfolio that includes 25 hotels and more than 170 lifestyle and entertainment venues by the end of 2018.
Under the terms of the partnership, members of the A&F Club, Abercrombie’s loyalty program, will be rewarded with special benefits across SBE’s hotels, restaurants and entertainment venues. Members can also enter to win VIP access to grand openings and other SBE cultural events. SBE guests will have select access to the brand’s pop-up shops and exclusive offers. The first event was held Tuesday night at the Mondrian Los Angeles, where attendees had the opportunity to see and try the brand’s new denim collection.
Stacia Andersen, Abercrombie’s brand president, said of the 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

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