{"id":196919,"date":"2026-05-20T11:33:41","date_gmt":"2026-05-20T09:33:41","guid":{"rendered":"https:\/\/luxus-plus.com\/?p=196919"},"modified":"2026-05-20T11:36:17","modified_gmt":"2026-05-20T09:36:17","slug":"sporty-rich-opens-a-flagship-store-in-its-los-angeles-home-base","status":"publish","type":"post","link":"https:\/\/luxus-plus.com\/en\/sporty-rich-opens-a-flagship-store-in-its-los-angeles-home-base\/","title":{"rendered":"Sporty & Rich opens a flagship store in its Los Angeles home base"},"content":{"rendered":"

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\u2014its second store after the one in New York.<\/h4>\n

<\/p>\n

 <\/p>\n

The specialist in minimalist athletic style with vintage accents, inspired by sportswear<\/b>, which has grown into a $50 million fashion and lifestyle empire<\/b>, is expanding beyond the East Coast.<\/p>\n

 <\/p>\n

Thus, following a standalone store in New York\u2019s Soho neighborhood in 2023<\/b>, Sporty & Rich is taking its first steps into luxury retail in Los Angeles<\/b>\u2014the very birthplace of the Pilates Girl and the premium location of its headquarters… just ahead of the 2028 Olympic Games.<\/b><\/p>\n

 <\/p>\n

A hub for the community<\/h2>\n

 <\/p>\n

Sporty & Rich chose to open a physical store in West Hollywood<\/b> because this part of California is known for embracing a lifestyle that blends wellness and health through Pilates Reformer, matcha tea, and farmers\u2019 markets.<\/b> In other words, it\u2019s perfectly in line with the brand\u2019s identity, just as this aesthetic is taking social media by storm.<\/p>\n

 <\/p>\n

Located at 8619 Melrose Avenue<\/b>, at the corner of Melrose Avenue and Huntley Drive, the store\u2014housed in the former orange-fa\u00e7aded premises of Marcell Von Berlin<\/b>\u2014has opened its doors alongside California\u2019s biggest streetwear and lifestyle brands.<\/p>\n

 <\/p>\n

\"Sporty
\u00a9 <\/span>Sporty & Rich<\/figcaption><\/figure>\n

 <\/p>\n

Designed as a lifestyle temple dedicated to fashion and well-being<\/b>, the store\u2014entrusted to the care of the 22Re agency<\/b>\u2014features a refined, designer interior. This begins with its furniture<\/b>, including deep two-seater sofas in powdery hues by Studio Pierre Augustin Rose<\/b>. The whole space is complemented by a lacquered ceiling, accents of white oak, and stainless steel elements.<\/p>\n

 <\/p>\n

Spanning 480 square meters<\/b>, the store showcases the brand\u2019s women\u2019s and men\u2019s fashion collections<\/b>, including some exclusive products\u2014as well as accessories (sunglasses, socks, sneakers, and phone cases)<\/b>. You\u2019ll also find beautiful books<\/b> blending sports and wellness, such as the Sporty & Rich Wellness Book Vol. 1, written by the founder herself, Emily Oberg.<\/p>\n

 <\/p>\n

Beyond the retail space, this new location embodies the brand\u2019s DNA: aspirational and transformative.<\/strong> It features a garden and a caf\u00e9 area<\/b> where you can order dairy-free coconut soft-serve ice cream, matcha, coffee, or organic cold-pressed juices and smoothies.<\/p>\n

 <\/p>\n

But the highlight of the experience is undoubtedly its private Pilates studio<\/b>, where you can train with customized classes led by experts in the discipline<\/b>. Inspired by the layout of Sporty & Rich founder Emily Oberg\u2019s own Beverly Hills home, this experiential concept<\/b> is reminiscent of the massage areas integrated into the brand\u2019s New York boutique. It\u2019s sure to delight the brand\u2019s 852,000 Instagram followers<\/b> as well as the 339,000<\/b> followers of Emily Oberg<\/b>, its founder and photographer.<\/p>\n

 <\/p>\n

\u201cAs an LA-based brand, it was essential to me that this store best reflect our values and ethos,\u201d the founder said in a statement. She added, \u201cI 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.\u201d<\/p>\n

 <\/p>\n

Read more > Los Angeles, a cultural hub of luxury in the midst of a renaissance<\/a><\/p>\n

 <\/p>\n

Featured photo: \u00a9 Sporty & Rich<\/p>\n","protected":false},"excerpt":{"rendered":"

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\u2014its second store after the one in New York.<\/p>\n","protected":false},"author":507,"featured_media":196915,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_seopress_titles_title":"","_seopress_titles_desc":"Following New York, the fashion, lifestyle, and wellness brand Sporty & Rich is opening its second brick-and-mortar store in Los Angeles, just ahead of the 2028 Olympics.","_seopress_robots_index":"","_seopress_robots_follow":"","_seopress_robots_imageindex":"","_seopress_robots_snippet":"","_seopress_robots_primary_cat":"","_seopress_robots_breadcrumbs":"","_seopress_robots_freeze_modified_date":"","_seopress_robots_custom_modified_date":"","_seopress_robots_canonical":"","_seopress_social_fb_title":"","_seopress_social_fb_desc":"","_seopress_social_fb_img":"","_seopress_social_fb_img_attachment_id":0,"_seopress_social_fb_img_width":0,"_seopress_social_fb_img_height":0,"_seopress_social_twitter_title":"","_seopress_social_twitter_desc":"","_seopress_social_twitter_img":"","_seopress_social_twitter_img_attachment_id":0,"_seopress_social_twitter_img_width":0,"_seopress_social_twitter_img_height":0,"_seopress_redirections_value":"","_seopress_redirections_enabled":"","_seopress_redirections_enabled_regex":"","_seopress_redirections_logged_status":"","_seopress_redirections_param":"","_seopress_redirections_type":0,"_seopress_analysis_target_kw":"","footnotes":""},"categories":[1964,5868],"tags":[24716,23506,23858,24004,24304,24134,23008,23393],"class_list":["post-196919","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-brand-strategy","category-retail","tag-american-luxury","tag-bien-etre-en","tag-client-experience","tag-etats-unis-en","tag-los-angeles-en","tag-mode-et-maroquinerie-en","tag-retail-en","tag-sport-en"],"_links":{"self":[{"href":"https:\/\/luxus-plus.com\/en\/wp-json\/wp\/v2\/posts\/196919","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/luxus-plus.com\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/luxus-plus.com\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/luxus-plus.com\/en\/wp-json\/wp\/v2\/users\/507"}],"replies":[{"embeddable":true,"href":"https:\/\/luxus-plus.com\/en\/wp-json\/wp\/v2\/comments?post=196919"}],"version-history":[{"count":2,"href":"https:\/\/luxus-plus.com\/en\/wp-json\/wp\/v2\/posts\/196919\/revisions"}],"predecessor-version":[{"id":196924,"href":"https:\/\/luxus-plus.com\/en\/wp-json\/wp\/v2\/posts\/196919\/revisions\/196924"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/luxus-plus.com\/en\/wp-json\/wp\/v2\/media\/196915"}],"wp:attachment":[{"href":"https:\/\/luxus-plus.com\/en\/wp-json\/wp\/v2\/media?parent=196919"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/luxus-plus.com\/en\/wp-json\/wp\/v2\/categories?post=196919"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/luxus-plus.com\/en\/wp-json\/wp\/v2\/tags?post=196919"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}