Abercrombie & Fitch, a division of Abercrombie & Fitch Co., opened a new store on the 17th September 2021, located at 150 Regent Street in the heart of London’s busiest shopping district. The new store features the brand’s updated prototype format, which provides an intimate, omni-enabled brand experience for local Abercrombie adults and Abercrombie kids customers.


“We believe stores matter, and our new Regent Street location is another example of our commitment to EMEA market, as well as our continued investment and enhancement of our physical retail locations worldwide. We’re looking forward to getting closer to and better serving our London customers through this prime location on Regent Street,” said Kristin Scott, Global Brand President at Abercrombie & Fitch Co.“These smaller, more intimate spaces better resonate with our customers, and the omnichannel functionalities provide a seamless shopping experience.” 

The Regent Street store is holistically designed to ensure customers feel as comfortable as possible. Amenities include fitting rooms containing adjustable lighting and music controls, a phone charging dock, and buttons for customers to alert associates when they are ready for a room or need additional sizes or products. The store is also equipped with Click & Collect, Order in Store, Reserve in Store and Ship from Store capabilities, as well as handheld devices that allow associates to connect customers to omnichannel offerings plus functionalities to avoid the checkout line, and more. 

“The Abercrombie & Fitch Regent Street location is one of the most culturally significant stores we have opened globally. We are very excited to welcome customers to this new and exciting space, as it is another step forward in fostering closer connections to our EMEA customers.” Daniel LeVesconte – GVP, Global Brands, EMEA.