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.

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.”

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