Abercrombie & Fitch open new store concept in Hong Kong

By

Cassidy Mantor

Published
Jun 29, 2017

Abercrombie & Fitch Co. (Abercrombie) has announced plans to open a new store concept in Hong Kong's Harbour City by the end of this year.

The new store concept will be smaller and more inviting than Abercrombie's traditional stores. The stores will encourage product testing and more engagement between customers and the brand. Fitting rooms will allow consumers the space to charge their phones, try on with friends, and adjust lighting and music to their individual taste.

The new concept also features improved customer service. Cash wraps will be located throughout the store so customers can check out easier.

The new Hong Kong store is 6,800 square feet which is smaller than its old Hong Kong store. For the new store, Abercrombie has partnered with Wharf Holdings, which owns Harbour City, Hong Kong's largest mall. It attracts more than 80 million visitors annually and is a destination for shopping, entertainment, dining and sightseeing.

Fran Horowitz, Chief Executive Officer of Abercrombie said, "In this new space, we expect to deliver greater productivity on a significantly smaller footprint than our previous Hong Kong store."

The brand has tested the new concept on a smaller scale close to home and it has been successful. In February the first smaller store was opened in Columbus, OH. Metrics showed increased customer engagement in the intimate environment.

The new Harbour City store is slated to open in December of 2017. It is one of seven new locations the retailer plans to revitalize with the new inviting concept model. Other locations to see the new concept include LA's Century City Mall, Scottsdale's Fashion Square Mall and Tyson's Corner in Virginia which will be updated by August. Atlanta's Lenox Square and Somerset North in Michigan will open in July.