Starwood Capital, a real estate investment firm run by Barry Sternlicht — who has scaled up high-end brands W Hotels, St. Regis Hotels, 1 Hotels, Treehouse Hotels, and Baccarat Hotels — said it would help launch a limited-service hotel brand focused on the outdoor sector. Enter the iconic media brand Field & Stream, founded in 1895.

Starwood Capital and AJ Capital, the real estate investor and manager behind university-themed Graduate Hotels, said on Tuesday they were launching Field & Stream Lodge Co, a “modern and affordable lifestyle lodging brand” that will use the brand name of a chain of outdoor recreation stores.

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