Private investment firm Starwood Capital Group and AJ Capital Partners, a real estate investment manager, developer and operator, have partnered to unveil a new brand.
Together, the companies have launched Field & Stream Lodge Co., “a branded hospitality platform aiming to create modern and affordable lifestyle lodging across the United States,” according to a news release.
“Extending the legacy of Field & Stream that is rooted in trust and history is incredibly inspiring and aligns with the approach that AJ Capital leverages in every project," said Ben Weprin, founder and CEO of AJ Capital. "Field & Stream hotels will be a modern take on an American classic.”
The platform, named after the Field & Stream outdoors clothing brand established in 1871, plans to initially create 20 to 25 hotels in markets near national parks, beaches, mountains and ski towns that have no lodging options or outdated ones.
Barry Sternlicht, chairman and CEO of Starwood Capital, said the properties will be quality, affordable and enticing to travelers of all ages and backgrounds.
"As we have proven through our creation of W Hotels, 1 Hotels and Treehouse Hotels, among others, today's consumer has a strong desire to support brands that connect them with the outdoors, and this initiative with Field & Stream will provide them with authentic hospitality experiences,” he said.
Weprin said AJ Capital Partners’ experience of building up other brands in its portfolio will help with Field & Stream Lodge Co.
“As we have demonstrated through Graduate Hotels and Marine & Lawn Resorts, we believe our design-forward and vertically integrated approach will position the platform to scale rapidly and capitalize on consumer demand," he said.