Blogs & Perspectives

Hollister Lightening Up Look

Shutters and dim lighting are out

Published

11 years ago

June 2, 2014

After announcing a planned switch to a fast-fashion format for its Hollister brand in March, Abercrombie & Fitch (Westerville, Ohio) says its surf-themed stores will undergo a remodeling that includes removal of the brand’s signature shutters.

Test stores that did away with the shutters have seen a double-digit increase in sales and traffic, according to the Wall Street Journal Market Watch. The company plans to remodel 75 to 100 stores by year end. Other design changes will include brighter lighting, which executives also believe contributed to higher sales in test stores. A&F is also hoping to generate interest with a “Hollister Beach House” opening in Southern California this summer. The venue will host musical acts throughout the season.

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