US fashion chain unveils updated store concept at Liverpool One

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US fashion chain unveils updated store concept at Liverpool One

A division of US fashion group Abercrombie & Fitch has opened an updated store design concept at its Liverpool One site.

Holister Co, the global teen retailer division of A&F, has officially opened at the retail site, alongside sister brand, Gilly Hicks, giving the brand an expanded footprint and first dedicated storefront at Liverpool One.

Located on South John Street, the opening is one of the first new prototype stores in Europe, bringing the Abercrombie & Fitch Co. brands under the same roof for the first time in the city.

Reflecting an updated brand positioning, the 7,300 sq ft store is tailored to Hollister and Gilly Hicks’s teenager consumers, providing a seamless omnichannel experience with a central click-and-collect area in addition to offering order-in-store and same-day delivery capabilities.

The new store showcases both Hollister and Gilly Hicks’s full range of apparel for men and women, alongside Gilly Hicks activewear and loungewear lines. The new Hollister store design features a brighter and more open format, making it easier for customers to shop the latest products.

Jonathan Steinitz, managing director EMEA, said: “We are committed to reaching our Hollister and Gilly Hicks customers globally, and Liverpool One is the perfect strategic location for us to engage with both current and new shoppers.

“The Hollister brand is well established among the destination’s visitors, so we are delighted to introduce them to our new store concept and offer a more distinct Gilly Hicks brand experience within the space.”

Rob Deacon, senior asset manager at Liverpool One owner, Grosvenor, said: “Hollister’s substantial investment and exciting introduction of the Gilly Hicks brand is a key moment for us, particularly as it evidences yet more commitment to Liverpool One from global brands.

“Launching one of the first new prototype stores in Europe is a major endorsement for the destination and we are sure it will be a great success with the widespread teenager demographic.”

Hollister and Gilly Hicks join global activewear and lifestyle brand, Sweaty Betty, and worldwide retailer for luxury cosmetics Space NK, both of which opened their city debuts at Liverpool One last month. The duo of openings joins the impressive range of first rate brands at Liverpool One’s premium lifestyle hub, Peter’s Lane.

The Vintage Store

However, fellow Liverpool One retailer, The Vintage Store, is closing down its former Top Shop site at the complex, just over a year after opening the biggest site in its portfolio.

The chain, which has shops in Newcastle, York, Hull, and Sheffield, first opened its Liverpool site in May last year.

At the time, Phil Waltham fromThe Vintage Store, said: “Liverpool’s fashion, music and indie scene is one that I’ve always admired and it’s this rich tapestry that establishes the city as the perfect cultural setting for The Vintage Store. Liverpool One is a prime destination which offers the opportunity to undertake our biggest expansion yet and we look forward to increasing accessibility to sustainable fashion and introducing our unique vintage clothing collection to Liverpool.”

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