Sporty & Rich Los Angeles: Store Opening News

After the opening of a first shop in New York, in the Soho district in 2023, the Sporty & Rich brand is about to open its second store, this time in Los Angeles at 8619 Melrose Avenue.

For this second store, founder Emily Oberg has chosen one of the most prominent spaces in West Hollywood, at the corner of Melrose Avenue, and Huntley Drive, just a few steps from the Pacific Design Center where the showrooms of design brands pour.

Closed in 2023, the Marcell von Berlin store, with its VIVE Orange facade, had opened in 2018, increased its space with a coffee shop, before closing its doors in early 2023 due to the death of its main investor and founder, Rainer Schaller, died in a plane crash.

If the store’s facade should quickly change color, Emily Oberg and its French CEO David Obadia, will inherit a space of around 465 square meters, with garden and coffee shop. The brand has just launched a call for applications to direct the store’s coffee part.

In full renewal of its Retail offer for a few months, this section of Melrose Avenue saw, at the end of 2024, The Realreal Close its men’s shop at 8500 Melrose Avenue, the men’s selection is now merged in the main store for women. Followed the closure of the Pretty Little Thing store, and its windows with terrifying unicorns the entire neighborhood.

With the upcoming opening of the new Salomon store, the presence of municipal shops (the brand co -founded by actor Mark Wahlberg), Hoka and Lululemon as neighbor, and Heat Yoga Silver Springs, Sporty & Rich will be anchored in a new dynamic “Wellness and Athleisure” perfectly matching with the profile of West Hollywood.

Launched at its beginnings via an Instagram account, then a magazine, the Sporty & Rich brand was revealed in 2018 around a first collection of clothing, and has seen its development for two years accelerate.

After the opening in New York of a first shop in July 2023, she signed in September a first collaboration with the Parisian Palace Le Bristol. A positioning that she was pursuing with the Hôtel du Cap-Eden-Roc in Antibes and The Carlyle, A Rosewood Hotel, in New York.

Present in more than 150 points of sale in the world, the brand has set up in some famous addresses, including the concept store The Webster in the United States, the Galeries Lafayette in Paris, and the Net-A-Porter and Ssense e-commerce sites.

The brand has also launched numerous collaborations with Adidas and more recently 47 Brand, a brand specializing in license products from the major American sports leagues. Last March, released a first capsule collection with the successful baseball team of Los Angeles, the Dodgers, followed by another with their rivals of the Yankees.

Other openings could be announced soon. In a previous interview with FashionnetWork, Emily Oberg confided in wishing to open new shops in London and Paris.