In Pictures: Hollister opens new London flagship

Abercrombie & Fitch-owned brand Hollister has opened a new flagship store in London's Soho, in addition to its nearby Regent Street flagship.

The new store, located at Foubert’s Place, offers a range of men’s and women’s apparel and accessories.

Described by the brand, the space reflects an updated brand positioning, tailoring its experience to Hollister’s Gen-Z consumer in an "authentic and relatable way" through an updated assortment and aesthetic.

"Hollister believes in celebrating teens – their firsts, their experiences and their memories, every day. They imagine a world paved with confidence and possibilities and the new store will reflect this," Hollister said in a statement.

To celebrate the opening, Hollister is hosting an in-store event for consumers on 18 May 2023. As part of this, visitors will be able to personalise a newly purchased pair of Hollister cargos with London-based illustrator, Jasmin Kaur Sehra.

Jonathan Steinitz, Managing Director EMEA at Hollister, said: “We are thrilled to be opening a new Hollister store on Foubert’s Place in London’s iconic Soho neighbourhood.

"This new location welcomes local London customers and tourists alike with a brightly coloured storefront and an inviting interior that brings the product assortment to life against a backdrop of cool blue and white tones with warm wood fixtures and textured walls.

"With an easy-to-shop layout, this store concept provides a seamless omnichannel experience with a central click-and-collect area in addition to offering order-in-store and same-day delivery capabilities."

The move follows the opening of Hollister's sister brand Gilly Hicks last summer, launching a flagship store at Carnaby Street.