Abercrombie and its 'curve love' range is heading to East London's Spitalfields

Abercrombie & Fitch has proven that its back with a bang after revealing sales were up by 22% to £790 million during Q1. Now, the brand is expanding its horizions and targeting a broader millennial audience with a new store in Spitalfields Market.

Opening this summer at 2 Horner Square, the bright store will offer the brand’s women’s and men’s collections. What's more, it will feature omnichannel shopping capabilities to "seamlessly connect customers’ digital and in-person shopping experiences".

To further connect with local customers, the store will also include a unique art installation, showcasing photography from around London.

Scott Clarke-Bryan, Managing Director, EMEA at Abercrombie & Fitch Co, said: "Our A&F Spitalfields Market location is another great example of our commitment to this market, and we look forward to providing an engaging experience for our customers in Shoreditch.

"Spitalfields Market, a vibrant destination with shops, cafes, and bars, couldn’t be more aligned with the lifestyle of our Abercrombie customer and we can’t wait to join this incredible community later this summer."

Though Abercrombie was founded in 1892, it’s renowned for its era-defining style of the early 2000s. However, after the industry began to shift to a more inclusive narrative, Abercrombie and its low rise denim was left behind. Now, after rebranding with an inclusive ethos, the brand is back in full swing. Millenials are embracing the nostalgic essence the brand has to offer, all while snapping up the ‘curve love’ range.

At the end of March, the company revealed an“excellent” performance during the first quarter, ending 4 May 2024. Comparable sales were up by 21% and pperating income stood at £102 million ($130 million), compared to £26 million ($34 million) the year prior.