Published
September 12, 2025
Sporty & Rich, the trendy athleisure brand known for its unique blend of luxury and retro aesthetics, is set to expand its footprint in the United States with the opening of its second store in Los Angeles. Following the successful launch of its first boutique in Soho, New York City, in 2023, the brand is now preparing to unveil its new location at 8619 Melrose Avenue in West Hollywood.
The new store will occupy a prime location at the intersection of Melrose Avenue and Huntley Drive, a bustling area known for its vibrant shopping scene and proximity to the Pacific Design Center, a hub for design brands. This strategic choice reflects the brand’s commitment to establishing a strong presence in one of Los Angeles’ most fashionable neighborhoods.
The site previously housed the Marcell Von Berlin boutique, which was known for its striking orange facade. Unfortunately, the store closed in early 2023 following the tragic death of its founder, Rainer Schaller, in a plane crash. The new Sporty & Rich location will inherit a spacious 5,000 square feet area, which includes a garden and a coffee shop, promising a unique shopping experience for customers.
As part of its preparations, Sporty & Rich has launched an Instagram story seeking new talent to manage the coffee section of the store, indicating a focus on creating a community-oriented space that goes beyond traditional retail.
The Melrose Avenue area has seen significant changes in recent months, with several notable store closures. The RealReal, a luxury consignment store, shut down its men’s store at 8500 Melrose Avenue at the end of 2024, merging its offerings into the main women’s store. Additionally, the PrettyLittleThing store, known for its whimsical unicorn window displays, has also closed its doors, further altering the retail landscape of the neighborhood.
The new Sporty & Rich store will join a growing number of wellness and athleisure brands in the area, including Salomon, Municipal (co-founded by actor Mark Wahlberg), Hoka, and Lululemon, as well as the Silver Springs hot yoga studio. This concentration of brands aligns perfectly with the lifestyle preferences of West Hollywood residents, who increasingly prioritize health and wellness.
Founded by Emily Oberg, Sporty & Rich began as an Instagram account and evolved into a magazine before launching its first clothing collection in 2018. The brand has experienced rapid growth, particularly in the last two years, establishing itself as a key player in the athleisure market. The opening of the New York boutique in July 2023 marked a significant milestone, and the brand has since expanded its collaborations with luxury hotels, including the Parisian palace Le Bristol and the Cap-Eden-Roc hotel in Antibes.
With over 150 stockists worldwide, Sporty & Rich has made a name for itself in prestigious retail locations, including The Webster in the U.S., Galeries Lafayette in Paris, and online platforms like Net-a-Porter and Ssense. The brand’s unique blend of luxury, sportswear, and retro style has resonated with consumers, making it a sought-after label in the fashion industry.
The brand has also engaged in several high-profile collaborations, including partnerships with Adidas and 47 Brand, which specializes in licensed products from major American sports leagues. Notably, Sporty & Rich launched a capsule collection with the Los Angeles Dodgers baseball team last March, followed by another collaboration with their rivals, the New York Yankees.
As the brand continues to grow, further store openings may be on the horizon. In a previous interview, Emily Oberg expressed her aspirations to expand into international markets, with London and Paris being potential targets for future boutiques. This ambition reflects the brand’s commitment to reaching a global audience and solidifying its status as a leader in the athleisure sector.
In conclusion, Sporty & Rich’s upcoming store in Los Angeles represents not just a new retail location but a strategic move to enhance its brand presence in a city synonymous with fashion and lifestyle. As the athleisure market continues to evolve, the brand’s unique offerings and community-focused approach may well position it for sustained success in the competitive landscape of modern retail.
