Teen apparel retailer to unveil new store prototype

It’s no secret that Abercrombie & Fitch has been developing a new prototype.



The chain will unveil its new look early next year, at Polaris Fashion Place, in Columbus, Ohio. The store will herald a new direction for the brand with a new aesthetic and updated merchandise selections. It will be situated on the lower level near Madewell.



Abercrombie has already introduced a new look for its Hollister store brand.



“We are looking forward to launching our first A&F prototype in Polaris, a great fashion destination right in our backyard, which will allow us to receive customer feedback firsthand,” said Fran Horowitz, president and chief merchandising officer, Abercrombie & Fitch Co. “With the strong performance we are seeing with our new Hollister prototype, the updated A&F store will also deliver a differentiated and elevated experience for customers, and will highlight how we are evolving as a brand.”



Polaris Fashion Place is owned by Columbus-based WP Glimcher Inc.