A new re-branded prototype Abercrombie & Fitch store will be unveiled in early 2017 at the Polaris Fashion Place in Ohio. The center, in Central Ohio, has more than 150 retail, dining and entertainment choices.
The company said the concept store will showcase a new direction for Abercrombie, featuring a new store aesthetic and updated merchandise selections.
Fran Horowitz, president and chief merchandising officer for the company, said, “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.” She added that with the “strong performance” the company is seeing with its new Hollister prototype, the updated Abercrombie store will highlight how the company is “evolving the brand.”
Horowitz was the brand president for Hollister when the company began testing its new format in May 2015. The company began rolling out a retrofit of 15 stores last year. Horowitz — who was elevated to president and chief merchandising officer in December for the entire company — is now overseeing the test of the new Abercrombie prototype as well.
As an indication of what might be in store for Abercrombie, when Hollister redid its concept, it was done with the focus of customers first. That was reflected in the updated store layout, new fixtures and more lighting.
Bruce Goldsberry, general manager at Polaris Fashion Place, said, “As Columbus’ most fashionable address, the center has long been a test market for nationally recognized brands and new retail concepts.”