Fashion retailer Hollister, which is owned by Abercrombie & Fitch, has opened the doors to a new London location on Foubert’s Place in Soho.

The new store, which opened last week, reflects the retailer’s “updated brand positioning” as it works to tailor its in-store experience to Generation Z shoppers.

The most noticeable change within the new aesthetic is the lighting, with the brand previously known for its dimly lit stores.

Hollister said the new look aims to revamp its shopping experience in an “authentic and relatable way” along with an updated product assortment.

The Soho store will offer shoppers a range of Hollister’s signature womenswear, menswear and accessories, with a particular target towards teen customers as the retailer emphasises it “believes in celebrating teens”.

The new store comes as Abercrombie & Fitch continues to expand its UK bricks-and-mortar portfolio, following the opening of its first Gilly Hicks standalone store last year on Carnaby Street.

It also confirmed the opening of a new store in Liverpool, set to welcome shoppers this summer.

Abercrombie & Fitch managing director for EMEA Jonathan Steinitz 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.

“As we head into the summer season, the store will feature wardrobe staples including dresses, linen, tailored looks and utility wear.”

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