A visual of the new Abercrombie & Fitch retail concept

LONDON — Abercrombie & Fitch is set to open its second retail location in the U.K., in Manchester’s Trafford Center, this August.

The store will be designed according to the company’s new retail prototype introduced in February 2017.

The new prototype is designed to encourage more product trials and to set a more modern vision for the brand with fitting rooms featuring controls for light and music, private suites to accommodate large groups and purchase points throughout the space, to enable quicker checkouts.

The company said that the new model, which has been incorporated in seven retail locations so far in the U.S. and Hong Kong, has improved customer engagement.

“Our stores are an important gateway for us to engage with our customer, and their design is a key element of delivering a seamless, customer experience, across all our platforms. We’ve seen increased productivity with these new prototypes,” said Stacia Andersen, brand president of Abercrombie & Fitch and Abercrombie Kids.

The new space, which will span 5,554 square feet, is opening at a time when Trafford Center is undergoing a major revamp. Owner Intu is injecting 75 million pounds in order to redesign the center’s interiors, add a new glass-domed roof, as well as creating an additional 110,000 square feet of extra retail space.

Intu managing director Colin Flinn said that the company is aiming to build on the success of Trafford Center in attracting “high numbers of young, affluent shoppers” and offering a mix of retail and leisure. “Our high footfall and ability to curate a shopping experience which encourages customers to stay for longer means Intu centers are often the first point of call for high-caliber brands looking to expand their physical presence and reach more customers in new parts of the country,” he added.

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