Hollister’s first significant push into U.S. wholesale is bringing in new customers and encouraging parent company Abercrombie & Fitch Co. to explore further expansion beyond apparel.In more than 1,500 Target stores this summer, the teen brand launched a dorm collection spanning bedding, bath accessories, storage and soft furnishings. On Abercrombie & Fitch Co.’s second-quarter earnings call on Wednesday, CEO Fran Horowitz said the partnership had performed “very well against expectations” and contributed to Hollister’s quarterly sales growth.
Management did not disclose sales or sell-through figures for the collection, but said it had seen evidence that the partnership was reaching new consumers. The response to the products was “absolutely terrific,” Horowitz said, citing the viral reception to products including Hollister’s pillows and comforters.
Publicly visible figures on Target’s website offer some indication of The Hollister Collection’s demand. As of August 26, the navy Study Buddy pillow had recorded more than 4,000 purchases over the previous month, while a floral hooded blanket had surpassed 3,000 and a gray reversible comforter had exceeded 2,000. Several additional bedding and apparel products showed more than 1,000 monthly purchases each.
