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Thursday, March 24, 2011

Duality in Düsseldorf

Screenshot from the A&F Milan promotional film, the first A&F/abercrombie flagship. (image source)
Back in January 27, The Sitch on Sitch posted on Abercrombie & Fitch opening its first ever locale in Germany - Düsseldorf to be exact. Well, the news was received with praise primarily because of the love for the ultra FIERCE brand in the land of Hansel and Gretel. There was only one little detail that left us curious: the retail space. Reportedly, the flagship store in Düsseldorf will measure at 21,000 square feet. As explained in the A&F Makes Way Into Germany for 2011 post, that is too much sales space for A&F to operate alone in a city with 586,217 people. The consumer base is not great enough to support it.

But guess what?!? Abercrombie & Fitch will not be the only brand under the roof. The Düsseldorf flagship will become the second flagship, after Milan, to house both Abercrombie & Fitch and abercrombie under the same roof! That explains away the square feet and gives the German volk even more of a reason to get up and shout! This will also mark the second international location for the abercrombie kids brand. Paving a further way into the European market will open up more opportunities for the brand in the long term to expand internationally into more markets to allivate not so strong sales in the United States. It all comes down to being the best of siblings - sharing the spotlight, now that's FIERCE!

UPDATE (06/30/11): The Düsseldorf flagship opens doors December 2011. Make sure to also read our latest post - An All-Americal Blitzkrieg Takes Germany By Storm - for more on Abercrombie & Fitch's plans in Germany (including the opening of the Hamburg flagship in 2012)!

UPDATE (22 October 2011): We recommend you read the following for more:
UPDATE (24 October 2011): A&F Dusseldorf opens December 1st! Read the following: