Abercrombie & Fitch Co. is upping its stake overseas.
On Thursday, A&F said it will open Friday an Abercrombie & Fitch store with abercrombie kids, in Westfield London, the largest shopping destination in Europe drawing 30 million visitors a year. Westfield London also has a Hollister store, which includes A&F’s Gilly Hicks brand.
A&F also announced that it’s relocating its Europe, Middle East and Africa home office to a Savile Row space, occupied by abercrombie kids, allowing more room for its expanded team in the region. The abercrombie kids store will be relocated into the nearby A&F Burlington Gardens store. The transition begins in early 2020 and should be done by summer.
“These exciting new stores and changes reflect our commitment to global growth as we continue to adapt our playbooks for European markets,” said Fran Horowitz, chief executive officer, Abercrombie & Fitch Co. “With our growing team in the region, we’re getting closer to our local consumer, and both the Burlington Gardens and Westfield London locations will be an opportunity to bring relevant products and experiences to both our adult and kids customers.”
Keith Mabbett, director of leasing for Unibail-Rodamco-Westfield, said Westfield London is the only location in London for shopping all of Abercrombie & Fitch Co.’s brands.
With the addition of Westfield, this year A&F has opened 13 new “experiences” across its brands in the EMEA region, including its first mall-based A&F store in France at Westfield’s Parly 2 mall, and its first mall-based stand-alone abercrombie kids store in Europe, located at Plaza Norte 2 in Madrid. A&F experiences refer to either new, relocated, renovated or re-sized stores. As of the second quarter, A&F had 133 stores in EMEA and 49 in Asia.
As outlined at the company’s investor day in 2018, A&F Co. sees significant opportunity for global growth. Earlier this year, the company appointed two group vice presidents over the EMEA (Europe, Middle East, Africa) and APAC (Asia Pacific) regions.