Preppy clothing retailer opening store at Durham’s Streets at Southpoint
A clothing store once defined by navy and white branding, chiseled models and a signature scent is coming soon to a Triangle mall.
Abercrombie & Fitch plans to open at The Streets at Southpoint in Durham this summer, according to signs posted in the shopping center.
The store will be located on the first level, next to J. Crew.
It will be the brand’s second Triangle store, joining the location at Raleigh’s Crabtree mall.
Abercrombie & Fitch is one of several brands owned by Abercrombie & Fitch Co., along with abercrombie kids, Hollister and Gilly Hicks Active.
Abercrombie & Fitch’s turbulent history
Years ago, Abercrombie & Fitch was the place teenagers wanted to shop for preppy clothes. The stores beckoned young customers with loud music, recognizable scent and muscular models.
But the brand faced challenges, as works such as Netflix’s “White Hot: The Rise & Fall of Abercrombie & Fitch” have illustrated. There were lawsuits alleging discrimination in hiring practices. Company leaders, including former CEO Mike Jeffries, left. Former models accused the photographer instrumental in the brand’s marketing of sexual misconduct and assault.
Still, the company is making a comeback. In May, Abercrombie & Fitch announced its highest first-quarter net sales in company history.
“With excellent first quarter performance, we are increasing our full year sales and operating margin outlook,” CEO Fran Horowitz said in the earnings announcement.
The company has also embraced inclusive practices. According to Abercrombie’s website, the company has raised more than $1 million for The Steve Fund, an organization that supports the mental health of young people of color. It has also donated more than $5 million to The Trevor Project, an organization focused on suicide prevention and crisis intervention for LGBTQIA+ young people.
Recent additions to The Streets at Southpoint
- An upscale Asian restaurant, CO, opened at the Durham mall in June, The News & Observer previously reported. The restaurant, which offers dishes including pho, Thai green curry, sushi and poke bowls, took the place of Zinburger. It’s located on Level 1, near Main Street.
- The North Face opened earlier this year on Level 1 near JCPenney.
This story was originally published June 21, 2024 at 10:27 AM with the headline "Preppy clothing retailer opening store at Durham’s Streets at Southpoint."
