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Abercrombie & Fitch Reveals New Store Concept



The new store will be open in February at the Polaris Fashion Mall in Columbus, Ohio.
The concept of the new store was created in cooperation with MJ Sagan Architecture, which was also involved in the design of the company's office space in New Albany headquarters.

Abercrombie & Fitch's boutique is 4,860 feet in size. Columbus store is the first of seven that will be built that year and presents the consumer with a new idea of the brand. In line with the reforms that have taken place over the past eighteen months, space was created with the best customer experience in mind, encouraging the discovery of the brand's new collections.

Abercrombie & Fitch at the Polaris Fashion Mall

The impressive refreshes start at the entrance. The storefront is open and features a metal sculpture of an A&F logo first used in the early 1900s. In the store, the customer will see two shop-in-shops: a fragrance "apothecary" and an area for seasonal capsule collections. Also, there will be a dedicated denim space. Mannequins for both genders will live on a concrete platform that runs from the storefront through the middle of the store, exhibition the key trends and designs for the current season. 

Abercrombie & Fitch at the Polaris Fashion Mall

The updated plan includes accommodating features like innovative fitting rooms and omnichannel capabilities. The fitting rooms will serve as a pleasant haven from the mall or street, including two individual capsules within a broader, private suite. It allows each visitor to share new looks with a friend while also enjoying privacy. Each suite has thoughtful facilities that heighten the consumer's mood, including separate switches for music and light, as well as a phone charging station.

With a center on seamless service, the company helps shoppers place and pick up online purchases in store. Cash wraps will be placed throughout the space, enabling a quicker and easier checkout experience.

The interior features a cohesive palette of new, tactile elements including cork, bronze, concrete, vegan leather, steel, wood and marble that act as a neutral but complimentary background to the collections. The store will be perfumed with a cleaner, lighter, gender-neutral fragrance.

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