Abercrombie & Fitch to debut Epic Hollister format

New York City Abercrombie & Fitch said Tuesday it will open a Hollister Co. flagship, called Epic Hollister, in downtown Manhattan on July 16.

The 40,000-sq.-ft. store is designed to embody the Southern California lifestyle and is described by its parent as the first of its kind in the world.

“It's 40,000 sq. ft. of pure California fantasy,” said a spokesperson for Hollister. "The Epic store is what Hollister is all about -- big waves, surf, sun and hanging out on the pier. The laidback HCo. vibe is effortlessly cool, and we're bringing the SoCal lifestyle to SoHo."

The Epic Hollister's microsite hcoridethewave.com features a first look at store construction, downloadable screensavers, postcards and a countdown to opening day. It also provides the opportunity to "get cast" as a store model and the chance to be featured in the brand's photography.

The new Epic is a part of Abercrombie & Fitch's global expansion plans. European openings include the launch of an Abercrombie & Fitch flagship in Milan, Italy in October, and Asian expansion includes an 11-story Abercrombie & Fitch opening in December in Tokyo's Ginza district.