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Abercrombie & Fitch’s New Partnership Targets the Traveling Millennial

Abercrombie & Fitch’s new retail partnership keys into its consumer’s love for travel and experiences.

A&F is teaming up with lifestyle hospitality company Sbe to integrate the apparel brand with select properties through a series of bespoke co-branded events and pop-up shops. Through the partnership, both companies aim to create unique experiences for customers and provide opportunities for members and guests to deepen their connection and loyalty through exclusive events.

Guests at Sbe hotels will have select access to A&F pop-up shops and exclusive offers, while members of the A&F Club, the brand’s loyalty program, can enter to win VIP access to grand openings and other cultural events at Sbe properties. Additionally, A&F Club members will be rewarded with special benefits at Sbe hotels and restaurants.

The partnership kicked off this month with a “Do it in denim” event at the Mondrian Los Angeles, where attendees had the opportunity to see and try A&F’s new denim collection. The retailer plans to launch more events in the coming months.

“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,” Stacia Andersen, A&F brand president, said.

Sbe develops and operates 25 hotels and more than 170 global restaurants, entertainment and nightlife venues, including contemporary hotel properties like SLS and Mondrian and trendy restaurants like Katsuya and Umami Burger. The company is known for its immersive guest experiences and has developed a robust partnership program with companies like Evian, Moët and The Lincoln Motor Company. A&F joins this list.

“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,” Sbe founder and CEO Sam Nazarian said. “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.”