The increasingly-perfect business model of American lifestyle brand Sporty & Rich [IG] grabs AOC’s attention yet again.

In this November 2024 drop, The Carlyle New York [IG], a Rosewood Hotel, joins Oetker Collection hotels Le Bristol Paris and Hotel du Cap-Eden-Roc in Antibes, France in launching a custom collaboration with this truly impressive, big-wings brand-potential business Sporty & Rich [IG], founded by Emily Oberg.

In June 2024, Sporty & Rich collaborated with select Rosewood Asaya spas including the Rosewood São Paolo.

AOC doesn’t know her financials, but this LA-manufactured company is one of the most brilliant marketing projects in modern memory. In an interview with Glossy in August 2023, Oberg pegged S&R’s revenue at $30 million with a goal of $200 million.

We think it’s much higher, with branding and product synergies that share much in common with SKIMS.

Emily Oberg is not Kim Kardashian, for sure. But she compensates for some of the name-recognition deficit with these rock-solid, prestige hotel alliances that can open new doors and rain money with reorders and fresh collaborations for years.

One can easily argue that Emily Oberg has aligned herself with “old money” hotels — and golf courses in the future — that have many stories to share about the lives of the world’s global elites. US President John F Kennedy, kept an apartment at The Carlyle, for example. Among the Hollywood icons who have graced its halls, Marilyn Monroe’s presence still lingers. [Yes, AOC just noted the obvious].

President Kennedy’s 34th floor Carlyle apartment is believed to have been USA’s operations central for negotiations during the 1962 Cuban Missile Crisis.

Sporty & Rich has such momentum as a growing business that it’s difficult to keep up with the brand. There’s a big credit due to Emily Oberg and her growing team. Oberg did estimate in the previously referred to 2023 Glossy interview, that the 30 people working with the company should be 60. Everyone is doing double duty.

At some point, stress will rain on the business — which could be in effect with this Sporty & Rich x Carlyle collaboration. It appears that the Carlyle shop is properly stocked. But S&R online is not stocked today [Nov. 17, 2024] with product promised last week.

Hopefully, that’s just a minor blip in the LA-based manufacturing operation for this wonderful-to-watch grow business Sporty & Rich. ~ Anne