By Kellie Ell
with contributions from David Moin
 on September 12, 2019
Abercrombie Fitch Apparel

Abercrombie & Fitch Co. has moved to Scandinavia.

The retailer, which includes Hollister and Abercrombie Kids, in addition to the namesake brand, is now selling products on Boozt.com. The Nordic e-commerce platform sells men’s, women’s and children’s apparel, accessories and footwear in countries like Denmark, Sweden, Norway and Finland, in addition to a host of countries in Europe.

“As we aim to reach our global customers whenever, wherever and however they prefer to shop, we’re excited to partner with Boozt.com to better meet the needs of our Nordic customers,” Kristin Scott, president of global brands at A&F, said in a statement. “We see strong demand for our products in this region and we know Boozt.com will be a great fit for our brands, as we both put the customer first and strive for a seamless shopping experience.” 

The efforts are part of the retailers transformation plans — shares are down more than 16 percent year-over-year and total sales fell short during the most recent quarter. 

But Abercrombie is on the move

The company’s comeback strategy entails closing flagships for smaller — and more lucrative — store formats, reintroducing the Gilly Hicks by Hollister lingerie brand and bringing in new senior-level talent. 

Abercrombie Fitch Store

An Abercrombie & Fitch store.  Shutterstock / dubes sonego

The transformation also includes enhancing digital and omni-capabilities, increasing the speed and efficiency of the product cycle and improving customer engagement through the loyalty program and enhanced marketing.

“Our goal is to export our [domestic] playbook internationally,” Fran Horowitz, chief executive officer of Abercrombie, told WWD during the last earnings release. “We’ve built a substantial business internationally; mostly though, a centralized organization.”

In fact, Abercrombie’s digital business grew to more than $1 billion last year. The partnership with Boozt will expand the company’s reach even farther. More than 600 fashion companies and brands are listed on Boozt.com, across apparel, accessories and beauty.  

“We are very pleased to offer Abercrombie & Fitch Co. iconic global brands to our customers,” said Peter Jorgensen, chief commercial officer at Boozt.com. “This addition will complement our current brand portfolio and strengthen our relevance among the younger target group on Boozt.com.”

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