The American fashion, lifestyle, and wellness brand, founded on Instagram in 2014 by Emily Oberg, has just opened its very first brick-and-mortar location in Los Angeles—its second store after the one in New York.
The specialist in minimalist athletic style with vintage accents, inspired by sportswear, which has grown into a $50 million fashion and lifestyle empire, is expanding beyond the East Coast.
Thus, following a standalone store in New York’s Soho neighborhood in 2023, Sporty & Rich is taking its first steps into luxury retail in Los Angeles—the very birthplace of the Pilates Girl and the premium location of its headquarters… just ahead of the 2028 Olympic Games.
A hub for the community
Sporty & Rich chose to open a physical store in West Hollywood because this part of California is known for embracing a lifestyle that blends wellness and health through Pilates Reformer, matcha tea, and farmers’ markets. In other words, it’s perfectly in line with the brand’s identity, just as this aesthetic is taking social media by storm.
Located at 8619 Melrose Avenue, at the corner of Melrose Avenue and Huntley Drive, the store—housed in the former orange-façaded premises of Marcell Von Berlin—has opened its doors alongside California’s biggest streetwear and lifestyle brands.
Designed as a lifestyle temple dedicated to fashion and well-being, the store—entrusted to the care of the 22Re agency—features a refined, designer interior. This begins with its furniture, including deep two-seater sofas in powdery hues by Studio Pierre Augustin Rose. The whole space is complemented by a lacquered ceiling, accents of white oak, and stainless steel elements.
Spanning 480 square meters, the store showcases the brand’s women’s and men’s fashion collections, including some exclusive products—as well as accessories (sunglasses, socks, sneakers, and phone cases). You’ll also find beautiful books blending sports and wellness, such as the Sporty & Rich Wellness Book Vol. 1, written by the founder herself, Emily Oberg.
Beyond the retail space, this new location embodies the brand’s DNA: aspirational and transformative. It features a garden and a café area where you can order dairy-free coconut soft-serve ice cream, matcha, coffee, or organic cold-pressed juices and smoothies.
But the highlight of the experience is undoubtedly its private Pilates studio, where you can train with customized classes led by experts in the discipline. Inspired by the layout of Sporty & Rich founder Emily Oberg’s own Beverly Hills home, this experiential concept is reminiscent of the massage areas integrated into the brand’s New York boutique. It’s sure to delight the brand’s 852,000 Instagram followers as well as the 339,000 followers of Emily Oberg, its founder and photographer.
“As an LA-based brand, it was essential to me that this store best reflect our values and ethos,” the founder said in a statement. She added, “I want this space to become a hub for the community, a place where people come to experience the brand in the most authentic way possible.”
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Featured photo: © Sporty & Rich
