Anthropologie Expanding Store Size

Urban Outfitters Inc.’s (Philadelphia) Anthropologie chain will roll out a series of larger stores offering a broader array of merchandise. The new format is three times larger than the current 7100-square-foot average. The company will open between 25 and 50 of the supersized stores over the next five years.

Aiming to grow into a broader lifestyle brand, Anthropologie will expand its home goods, wedding, beauty and intimates offerings. The larger stores are expected to help the brand to double sales by 2020, according to Bloomberg News.

Urban Outfitters is also testing a larger format for its namesake chain and its Free People brand. At all three chains, the larger stores will mostly replace existing stores. The company will either expand current locations or select new sites when leases end.

The company hopes the new format will encourage shoppers to spend more time in the stores. Focus group studies at new Anthropologie test locations suggested that customers would stay in the store for up to three hours, versus the current average of one hour.