CEO Sam Nazarian Dishes On SBE’s New Partnership With Maria Sharapova’s Sugarpova

After announcing that mega-brand Accor has signed “a letter of intent to acquire a 50% in his company, sbe, CEO Sam Nazarian has even more sweet news to share: his brand has joined forces with Haute Living ambassador Maria Sharapova to bring her candy line, Sugarpova, to sbe’s large property portfolio—all SLS, Delano, Sanderson, Mondrian, St. Martin Lane, Redbury and Hyde hotels globally. We chatted with Nazarian after he and the tennis pro celebrated their collaboration in Los Angeles this week at Cleo about how he and Sharapova created this sweet success story.

How did the partnership come to be?

sbe is focusing on partnering with the most innovative global companies in different areas ranging from automotive, consumer electronics, retailers to consumer products to bring the best experience to our guests. We had identified Maria’s brand as one of the most exciting and appealing confectionery brands in the world. We have forged a global partnership with Sugarpova to bring her product into our hotels minibar program globally.

Why is Maria’s brand a fit for sbe specifically?

We are always looking for unique products and more importantly one with an interesting CEO and Founder. Maria is not just a Tennis icon but an established businesswoman and we felt that her profile and the profile of the company fit perfectly with the DNA of sbe.

Are you a candy man? How often do you eat it, what’s your favorite and do you have a favorite Sugarpova candy?

I enjoy chocolate and particularly love Sugarpova’s raspberry truffle.

How long have you been a fan of Maria’s?

I have followed Maria throughout her career since the beginning. I always attend the US Open in New York City and look forward to continuing to follow her successful career. We are thrilled to have her as a part of the sbe network.

What’s been the best thing about collaborating with her on this venture?

The best thing about this partnership is that we are bringing something very special and different to our guests. Maria has a well-recognized name and brand and has been a follower and fan of all our sbe properties so it was a natural fit. I am very honored to partner with her and her team at Sugarpova.

Will you have different products in different hotels? If so, which will be specific to LA, Miami, New York?

The product will be consistent across all of our SLS, Delano, Sanderson, Mondrian, St. Martin Lane, Redbury and Hyde hotels globally. We want to bring an innovative but consistent experience to all of our “tribe.”

Photos courtesy of sbe & Sugarpova