In Pictures: Hollister unlocks the relocated London flagship

Abercrombie & Fitchbrand owned Hollister has opened a new flagship store in London’s Soho, moving from its nearest store on Regent Street.

The new shop, located in Fouberts Place, offers a wide range of men’s and women’s clothing and accessories.

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

“Hollister believes in celebrating their first youth, their experiences and memories, every day. They envision a world paved with confidence and possibility and the new store will reflect this,” Hollister said in a statement.

To celebrate the grand opening, Hollister is holding an in-store event for consumers on May 18, 2023. As part of this event, visitors will be able to customize a pair of Hollister cargo they just purchased with London-based illustrator Jasmin Kaur Sehra.

Jonathan Steinitz, Managing Director EMEA at Hollister, said: We are thrilled to be opening the new Hollister store in Fouberts Place in London’s iconic Soho neighborhood.

“This new location welcomes local London customers and tourists alike with a brightly colored storefront and inviting interior that brings the range of products to life against a backdrop of cool blue and white tones with warm wood fixtures and textured walls.

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

Move follows the opening of sister brand Hollister Gilly Hicks last summerlaunched a flagship store on Carnaby Street.