Hollister to join upsizing trend at St David's

Teen fashion brand Hollister is the latest retailer to engage in the trend to upsize its stores in regional shopping centres.

The brand is to relocate and upsize its store at St David's in Cardiff, with the new, larger store set to open this spring. Owned by Abercrombie & Fitch, Hollister will use an 'updated prototype' store format that includes ranges from the Gilly Hicks underwear brands, as well as Hollister's intimates, loungewear and sleepwear ranges.

The omnichannel store will offer click & collect, order in-store, and ship from store facilities, while handheld units will provide a seamless check-out experience.

“We are excited to continue to serve our St David’s customers through an updated brand experience that meets their ever-changing needs. With both Hollister and Gilly Hicks, customers can explore high-quality products in a seamless, omnichannel environment,” said Hollister GVP EMEA Daniel Le Vesconte.

“The Hollister Co. relocation and upsize is testament to the importance of St. David’s as a prime urban retail centre, and the continued growth of Cardiff as a leading city within the UK. This news highlights our lure as a location tailored towards international brands and flagship stores, enhancing our appeal to our youthful and vibrant catchment,” said Colin Flinn, regional managing director for Intu, one of the members of the St David's Partnership that runs the shopping centre.

Retailers including Next, Lush, Victoria's Secret, Fat Face and River Island have opened upsized stores in recent years, all picking prime sites in busy regional shopping centres that offer high levels of footfall.