Starwood Capital Group and Adventurous Journeys Capital Partners have launched Field & Stream Lodge Co., a branded hospitality platform. Field & Stream is an American outdoor retail brand established in 1871.
“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," Starwood Capital Chairman and CEO Barry Sternlicht said in a statement. "We look forward to partnering with AJ Capital to provide quality, well-designed affordable lodging that is perfect for travelers of all ages and backgrounds.”
The Field & Stream platform aims to grow to approximately 20 to 25 hotels, first targeting U.S. markets close to natural experiences, including national parks, beaches, mountain and ski towns. Starwood Capital, through a controlled affiliate, and AJ Capital will leverage their collective real estate acquisition, investment and development experience to create a unique brand that can scale rapidly.
The company said that Field & Stream’s assets will be strategically located in markets where existing lodging options are lacking or outdated for modern consumer preferences.
“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," AJ Capital founder and CEO Ben Weprin said. "Field & Stream hotels will be a modern take on an American classic. 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.”