Abercrombie & Fitch’s newest partner is a lifestyle hospitality firm that develops, manages and operates cool boutique hotels, restaurants, and nightclubs.

The retailer has entered into an exclusive partnership with SBE to launch co-branded events and pop-up shops at select SBE properties. Additionally, members of Abercrombie’s loyalty program, will be rewarded with special benefits across the hospitality firm’s venues. (SBE’s global portfolio will include 25 hotels and some 170 restaurants, nightlife and entertainment venues by the end of 2018.)

The partnership will be brought to life in the coming months through a series of events, with the first held Monday night at the Mondrian Los Angeles. Attendees, including loyalty club members, had the opportunity to see and try the brand’s new denim collection.

Throughout the partnership, guests at sbe hotels will have select access to Abercrombie pop-up shops and exclusive offers. Members of the retailer’s loyalty program can enter to win VIP access to grand openings and other cultural events at sbe properties.

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

The partnership comes on the heels of another new initiative by Abercrombie to get closer to its customers. The retailer will open two college stores in August, with one at Gateway-University District near Ohio State University, and the other at University Village near the University of Southern California. The stores will be less than half the size of a traditional Abercrombie’s, with technology that will allow customers to shop the retailer’s full selection.