Hey, Dude, Another Hollister

Abercrombie & Fitch (New Albany, Ohio) opened its latest Hollister Co. store in Okemos, Mich., over the weekend. It's the 34th store featuring the new concept since Abercrombie's opened the first Hollister store, in Easton Town Center (Columbus, Ohio) in July 2000.

Hollister Co. is a West Coast-oriented lifestyle brand targeted at young adults and high schoolers. The store, inside and out, is designed to evoke a beach house, featuring casual clothing drawing on beach sensibilities, accessories, CDs, jewelry and magazines that reflect the California lifestyle.