Hollister Co. announces new London Soho store

Hollister Co., a division of Abercrombie & Fitch Co. (NYSE: ANF) has announced a new London store in Foubert’s Place, Soho, where the retailer will offer its signature men’s and women’s apparel and accessories that help customers celebrate their best selves. On 5th May, Hollister opened the doors of its new store located just off London’s Carnaby Street; a globally renowned shopping destination.

Hollister believes in celebrating teens – their firsts, their experiences and their memories, every day. They imagine a world paved with confidence and possibilities and the new store will reflect this updated brand positioning, tailoring its experience to Hollister’s Gen-Z consumer in an authentic and relatable way through its updated assortment and aesthetic.

In celebration of the new store’s launch, Hollister Co is hosting an event for consumers on Thursday 18th May. Between 12.00-16.00, customers are invited to head in-store to enjoy complimentary smoothies and personalize a newly purchased pair of Hollister cargos by London-based illustrator, @jasminsehra. Customers can expect a vibrant and playful atmosphere, with Insta- and TikTok-worthy content capturing opportunities.

This exciting move follows the opening of another Abercrombie & Fitch Co. brand in the UK, a first-ever standalone Gilly Hicks store. The store opened on Carnaby Street last summer to high acclaim.

Jonathan Steinitz, Managing Director EMEA, says, “We are thrilled to be opening a new Hollister store on Foubert’s Place in London’s iconic Soho neighbourhood. This new location welcomes local London customers and tourists alike with a brightly coloured storefront and an inviting interior that brings the product assortment to life against a backdrop of cool blue and white tones with warm wood fixtures and textured walls. With an easy-to-shop layout, this store concept provides a seamless omnichannel experience with a central click-and-collect area in addition to offering order-in-store and same-day delivery capabilities.

As we head into the summer season, the store will feature wardrobe staples including dresses, linen, tailored looks and utility wear.”