Sporty & Rich expands into brick-and-mortar

A brand that started out as an Instagram account has opened its first-ever physical store — complete with fashions and holistic treatments.

Sporty & Rich has made its brick-and-mortar debut, opening a two-story 3,600-sq.-ft. flagship in Manhattan’s SoHo neighborhood. Concepted by co-creator Uli Wagner and with interiors designed by company founder Emily Oberg, the space features a modern aesthetic complemented by primary color accents and neutral design elements.

Sporty & Rich offers what it calls a “360 experience of health, well-being and design.” In addition to the brand’s activewear, loungewear and other and lifestyle products (with soon-to-launch skin-care items), the store has two treatment rooms that offer a variety of wellness services, including lymphatic drainage massages and sculpting and buccal fat facials.

The space also boasts a café, featuring coffeehouse staples, tea and matcha along with pressed juices, smoothies and vitamin shots.

Oberg founded Sporty & Rich in 2014 as an online blog on Instagram focused fitness, wellness and fashion. It expanded into a print magazine and eventually into lifestyle brand that includes clothing, accessories, and other lifestyle products.

“I wanted to bring the Sporty & Rich brand to life with a tangible experience and allow people to experience our world of fun, wellness, health and design,” said Oberg, Since the brand has been mostly online since its inception, it was important for me to tell our story through a real life interaction. New York was the obvious choice for us because for me, it's the pinnacle of shopping and our neighbors are some of the best brands in the world.”

The Sporty & Rich store opening follows sell-out launches of several the brand’s recent collaborations with adidas Originals, Lacoste and Hotel du Cap to name a few.

“Before I moved to New York, my dad took me there on a trip, Oberg added. “I walked the streets of SoHo going in and out of every shop and was so enthralled by it all— the up and coming brands to be discovered, the cobblestone streets, and the stylish people who walked them. For me it was a world I wanted to so badly be part of, now here we are 10 years later.”