Abercrombie & Fitch to open debut prototype store in early 2017

Struggling fashion retailer Abercrombie & Fitch may have yet to reveal its new look or design for its remodelled stores, but the location of the first prototype store has been announced. Polaris Fashion Place, in Ohio, US is set to welcome the rebranded, new prototype Abercrombie & Fitch store in early 2017.

“It is exciting for Polaris Fashion Place to be the launch site of Abercrombie & Fitch’s latest prototype store,” said Bruce Goldsberry, general manager at Polaris Fashion Place. “As Columbus’s most fashionable address, the center has long been a test market for nationally recognized brands and new retail concepts.”

The new store is set to showcase Abercrombie & Fitch new direction, which includes a new aesthetic for the brand’s stores and update merchandise selections, with the hope of attracting new customers whilst retaining the loyalty of its current shoppers. The debut concept store will be located on the lower level of the mall, near Madewell.

“We are looking forward to launching our first A&F prototype in Polaris, a great fashion destination right in our backyard, which will allow us to receive customer feedback firsthand,” said Fran Horowitz, President and Chief Merchandising Officer for Abercrombie & Fitch Co. The announcement comes not long after Abercrombie & Fitch began updating a number of A&F sister brand Hollister, retail locations. “With the strong performance we are seeing with our new Hollister prototype, the updated A&F store will also deliver a differentiated and elevated experience for customers, and will highlight how we are evolving as a brand.”

Photo: Abercrombie & Fitch, Facebook