Dive Brief:
- Abercrombie & Fitch on Friday unveiled the opening of a new, multilevel flagship store at 668 Fifth Ave. in New York City.
- The location offers women’s and men’s collections and shop-in-shops of Abercrombie Kids and activewear brand YPB, according to a company announcement.
- The store was designed to connect digital and in-person shopping experiences for customers. “This store is a celebration of the evolution and strength of the Abercrombie brand,” Fran Horowitz, CEO of Abercrombie & Fitch Co., said in a statement.
Dive Insight:
New York City is an important part of Abercrombie’s history.
It’s where the company opened its first store, “and we’re proud to be here nearly 130 years later,” Horowitz said regarding the opening of its Fifth Avenue location.
The store features unique slate detail, along with wood, textiles, greenery and textured walls, aimed at creating an elevated environment.
On its latest earnings call with analysts, CFO and COO Scott Lipesky stated that the company expects net new store openings in 2023, including up to 40 openings with a focus in the U.S. on the Abercrombie & Fitch banner.
The focus on its namesake banner may be well timed — the company delivered decade-high first-quarter net sales led by 14% growth from its Abercrombie brands. Sales improvements in the quarter were across genders, channels and geographies. But, its women’s business is leading the turnaround with its 11th consecutive quarter of double-digit increases, according to comments made by Horowitz in May.
The company introduced its activewear brand YPB, or Your Personal Best, last year. Designers worked with models across body types and genders to ensure that pieces were delivering on both style and performance.
Additionally, Abercrombie & Fitch launched a getaway-themed store concept with a “chic hotel lobby” aesthetic last summer, debuting locations in Los Angeles and Milan.
