In Pictures: Abercrombie & Fitch opens new store on Regent Street

Abercrombie & Fitch has announced the opening of a new store located at 150 Regent Street, in the heart of London’s busiest shopping district.

The new store features the brand’s latest prototype format, providing an intimate, "omni-enabled" brand experience for local Abercrombie customers - both adults and kids.

The new Regent Street store is designed to ensure customers feel as comfortable as possible. Amenities include fitting rooms containing adjustable lighting and music controls, a phone charging dock, and buttons for customers to alert associates when they are ready for a room or need additional sizes or products.

The store is also equipped with click & collect, order in store, reserve in store and ship from store capabilities, as well as handheld devices that allow associates to connect customers to omnichannel offerings plus functionalities to avoid the checkout line.

Kristin Scott, Global Brand President at Abercrombie & Fitch, said: “We believe stores matter, and our new Regent Street location is another example of our commitment to EMEA market, as well as our continued investment in and enhancement of our physical retail locations worldwide. We’re looking forward to getting closer to and better serving our London customers through this prime location on Regent Street.

“These smaller, more intimate spaces better resonate with our customers, and the omnichannel functionalities provide a seamless shopping experience.”

Daniel LeVesconte, GVP, Global Brands for EMEA, added: “The Abercrombie & Fitch Regent Street location is one of the most culturally significant stores we have opened globally. We are very excited to welcome customers to this new and exciting space, as it is another step forward in fostering closer connections to our EMEA customers.”