SBE partners with Abercrombie & Fitch

Hospitality company SBE has announced a partnership with clothing brand Abercrombie & Fitch which will see pop-up shops open at selected properties.

Members of the A&F Club, the brand's loyalty programme, will get special benefits and offers across SBE's hotels, restaurants and entertainment venues, such as access to openings and cultural events at the group's properties.

The partnership will also involve a series of co-branded events. Shop locations are still being confirmed but at least one of the group's London hotels, of which it counts the Sanderson, St Martin's Lane and Mondrian hotels in its portfolio, will host events.

Sam Nazarian, founder and chief executive of SBE, said: "We are honoured to work with such an iconic brand. 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."

Stacia Andersen, brand president of Abercrombie & Fitch, said: "We are excited to partner with SBE to bring unique experiences to our shared target demographic."

SBE was established in 2002 by Sam Nazarian and is a privately owned lifestyle hospitality company that develops, manages and operates hotels, residences, restaurants and nightclubs. AccorHotels is set to acquire a 50% stake in SBE Entertainment Group for $319m (£243m), it was announced last month.

Pictured: Abercrombie & Fitch's ‘do it in denim' event, the first of the co-branded events, held on 10 July at SBE's Mondrian Los Angeles

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