Abercrombie & Fitch to open new concept store in Hong Kong


US-based teen fashion retailer Abercrombie & Fitch is set to open a new A&F prototype store this year in Hong Kong.

The company plans to open another five in the US.

In relation to the planned 6,800ft² store in Hong Kong, the retailer has signed an agreement with Wharf Holdings and aims to bring the brand to Harbour City mall by the end of the year.

"In this new space, we expect to deliver greater productivity on a significantly smaller footprint than our previous Hong Kong store.”

In February, the company launched the first new A&F store concept in Columbus, Ohio, US.

Abercrombie & Fitch Company CEO Fran Horowitz said: "While we continue to invest in our omnichannel capabilities, enabling our customers to engage with us whenever, wherever and however they choose, our stores remain an important gateway to our brands.

"In this new space, we expect to deliver greater productivity on a significantly smaller footprint than our previous Hong Kong store.”

The updated store layout, which intends to provide a personal shopping experience, fitting rooms, and omnichannel capabilities.

Each fitting room offers separate light and music controls, as well as a phone charging dock.

Some of the fitting rooms also contain two individual capsules within a larger, private suite, which enables customers to share new looks with a friend or family member.

The company further noted that associates will be available to help customers place and pick up online orders in store.

Additionally, it is claimed that cash wraps will be available, enabling customers to have a quicker and more accessible checkout experience.

As of the end of the first quarter this year, Abercrombie & Fitch operates around 280 stores in 20 countries and online at abercrombie.com.