A&F expands China footprint with upgraded retail concept

Abercrombie & Fitch Co, or A&F, the United States-based apparel and accessories retailer, will open a new concept store in Shanghai in 2026 as part of its broader expansion strategy in China, according to a senior executive.

The New Albany, Ohio-headquartered company will also step up its presence in key first and second-tier cities, including Guangzhou, Guangdong province, Chengdu, Sichuan province and Changsha, Hunan province, as it seeks to capture growing demand from Chinese consumers who value lifestyle-oriented fashion and in-store experiences.

"The Chinese market remains our number one priority in Asia-Pacific," Steven Sare, A&F's managing director for APAC, said. "We are investing not only in new offline stores but also in enhancing store experiences to make them more appealing to consumers."

He said that the company's new Shanghai outlet will feature the "getaway" concept, blending the ambiance of a boutique hotel with the brand's American style. It will be designed to evoke a sense of travel and leisure through elements such as natural materials and open layouts.

Alongside its offline expansion, A&F is strengthening its digital ecosystem across Douyin, Tmall, JD and WeChat mini programs. The company is also using data-driven insights to enhance customer engagement and improve personalization.

Eager to boost its online sales, A&F has partnered with Chinese technology company, Tencent Holdings Ltd, to invest in new digital tools that enable the company to better understand where and how customers shop, as well as their specific product preferences for more personalized experiences.

Despite the current geopolitical situation, Sare said that A&F has observed a growing preference among Chinese consumers for classic American sportswear, encouraging the company to more confidently embrace and showcase its American heritage following customer feedback.

With a global workforce of over 25,000, A&F currently operates 21 brick-and-mortar stores across the Chinese mainland, in addition to outlets for its sub-brands Hollister and Gilly Hicks.

Amid ongoing global economic shifts, foreign retailers continue to view China as a vital growth hub thanks to consistent policy, supply-chain efficiency and a business environment that increasingly rewards quality, sustainability and innovation, Guo Xin, a marketing professor at Beijing Technology and Business University, said.