Abercrombie & Fitch has opened two new flagship stores in London, one on Oxford Street and the other in Covent Garden. This expansion signals the brand’s renewed focus on physical retail as consumer demand for in-person shopping experiences strengthens.
The move comes amidst a broader resurgence of brick-and-mortar retail, particularly in London’s West End, which has seen a post-pandemic recovery in foot traffic and a return of international tourists. Visitor numbers in central London are approaching pre-2020 levels, supported by government initiatives to revitalize high streets.
Abercrombie’s investment in physical stores reflects its successful brand transformation. The company has shifted away from its exclusive, heavily branded image towards a more inclusive, lifestyle-driven approach. This repositioning has fueled a financial turnaround, with Abercrombie & Fitch Co. reporting a 20 per cent year-over-year increase in net sales in its latest earnings report, driven in part by growth in the EMEA region.
The new London stores are designed as flagship hubs, integrating digital and physical retail experiences. Features include omnichannel shopping capabilities and, at the Oxford Street location, a private mezzanine lounge with a personal fitting room and dedicated checkout. Both stores will showcase bespoke local artwork and offer key product categories, including tailored pieces from the Best Dressed collection and activewear from the Your Personal Best (YPB) brand.
Scott Clarke-Bryan, Managing Director of EMEA at Abercrombie & Fitch Co., emphasized the strategic importance of the expansion in strengthening the brand’s London presence.
The store openings represent a significant investment in London’s retail landscape. While online shopping remains prevalent, consumers still value experiential retail, especially in high-traffic areas like Oxford Street. Despite challenges like rising rents, the West End remains a prime retail destination.
Abercrombie & Fitch’s expansion reflects a refined strategy, focusing on elevated basics, lifestyle marketing, and a broader customer base. The company’s success will depend on its ability to offer a compelling experience that goes beyond simply selling products.
