Store gallery: Inside Hollister’s new Gen Z store aesthetic

Exterior of Hollister Soho store

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.

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