Sporty & Rich is deepening its retail presence with the opening of a new flagship store in West Hollywood, marking a significant step forward for the lifestyle brand’s continued growth. Situated on the iconic Melrose Avenue, the 5,200-square-foot space serves as the brand’s first standalone West Coast location, building on the momentum of its earlier New York City debut.
Created in collaboration with 22Re, the store’s interior reflects Sporty & Rich’s signature blend of understated luxury and wellness-driven living. A carefully curated material palette defines the space, from glossy lacquered ceilings to warm white oak finishes and custom stainless steel fixtures. Adding to the elevated atmosphere, select furniture pieces from Pierre Augustin Rose introduce a refined, gallery-like sensibility. The result is a cohesive environment that seamlessly showcases the brand’s expanding range of apparel, footwear, accessories, and beauty offerings.
More than just a retail destination, the flagship is designed as a holistic lifestyle hub. An enlarged café anchors the space, offering a menu centered around health-conscious indulgence, including coconut-based soft serve, matcha, coffee, smoothies, and cold-pressed juices. Generous indoor and outdoor seating areas encourage visitors to linger, reinforcing the brand’s community-first approach. Complementing the café is a private pilates studio, where curated classes led by industry professionals bring the brand’s wellness philosophy to life.
Founder Emily Oberg envisioned the location as an extension of her personal lifestyle, drawing inspiration from her own home in Beverly Hills. The result is an immersive space that goes beyond traditional retail, offering a place where customers can fully engage with the Sporty & Rich ethos—blending fashion, wellness, and community into a singular, elevated experience.
