Check out Abercrombie & Fitch’s new flagship on Fifth Avenue

Abercrombie & Fitch is showing off a new, updated store design on Fifth Avenue.

The apparel retailer has opened a store at 668 Fifth Ave., between 52nd and 53rd Streets, in a space that formerly housed the company’s Hollister brand. The multi-level store features A&F’s women’s and men’s collections and also boasts dedicated shop-in-shop spaces for its kids’ brand, abercrombie kids, and its adult activewear franchise, YPB (Your Personal Best).

The new Abercrombie, which has a slate storefront unique to the location, features an open store concept. The design team opening up the space through the use of lighting motifs that include illuminated walls, sconced columns and eccentric chandeliers.

The use of wood, textiles, conversational and intimate spaces, greenery and textured walls is designed to create an enhanced and inviting environment.

The store is also designed with a number of omnichannel capabilities to seamlessly connect customers’ digital and in-person shopping experiences.

The new Abercrombie replaces the brand’s existing A&F store at 720 Fifth Avenue (at 56th Street). Its opening comes after the company in May reported that first-quarter sales of its namesake brand  rose 14% to $436.0 million.

“This store is a celebration of the evolution and strength of the Abercrombie brand,” said Fran Horowitz, CEO of Abercrombie & Fitch Co. “We are thrilled to offer our customers in New York City a new, immersive shopping experience that represents the absolute best of Abercrombie. This city has a storied place in our company's history, where we opened our first store, and we're proud to be here nearly 130 years later."

In August 2022, Abercrombie debuted its  “getaway” inspired design concept with a store at Del Amo Fashion Center in Los Angeles, and another at Il Centro Shopping Center, outside of Milan (Italy). 

Abercrombie & Fitch is the namesake brand of Abercrombie & Fitch Co., and is sold through more than 200 stores (includes abercrombie kids) worldwide.