Hollister is increasingly proving to be an important growth engine for Abercrombie & Fitch, despite delivering flat sales in the first quarter of 2026 against a difficult comparison that included 22% growth in the year-ago period. Management emphasized that the brand continued to perform well in its core markets, particularly the Americas and APAC, where positive traffic trends and strong customer engagement supported results. Categories such as graphic tees, shorts, swimwear and other warm-weather products performed particularly well, and the brand remains in chase mode to quickly respond to emerging trends. Marketing initiatives, including a graduation-season campaign featuring singer Gigi Perez and a partnership with Italian sportswear brand Kappa ahead of the upcoming World Cup, are strengthening Hollister's appeal among younger shoppers. While geopolitical disruptions in the Middle East and weaker demand in parts of Europe weighed on overall performance, executives highlighted continued strength in the Americas and expectations for full-year growth.
Abercrombie & Fitch CompanyHollister brand shows strong performance in core markets with positive traffic and customer engagement, driving growth for Abercrombie.
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