Victorians are the first Australians to see the opening of American clothing chain Hollister – a lifestyle brand from apparel giant Abercrombie & Fitch.

The flagship store opened at Westfield Doncaster in Melbourne on April 27, with the company announcing further plans to open another outlet at Bondi Junction in Sydney this year.

“Hollister is a well-known, competitively priced brand that enjoys a popular and loyal teenage following. I understand it is a leading clothing brand among US teens on the west coast of America,” said state minister for innovation, services and small business Louise Asher.

“The Victorian Coalition Government has worked closely with Abercrombie & Fitch to bring this global icon to Melbourne, in particular helping source potential locations to assist with the company’s expansion plans.”

Targeted at young men and women, Hollister’s retail design is known to be beachy, youthful and laid back. Stores will often feature decorative surfboards propped up in the corners, beach murals plastered over the walls, and tropical plants like palms dotted around the shop floor.

A shabby-chic inspired interior reminiscent of a beach bach or wooden cabin, including old leather armchairs and carpet rugs, greets shoppers as they enter the clothing stores.

It all aligns with the image and style of the clothing, which is casual, beachy streetwear, with a tinge of preppiness from Abercrombie & Fitch’s signature style.

Both Hollister and Abercrombie & Fitch are already well-known in the country, and have developed almost a cult-like following amongst young teens.

The brand is following the footsteps of other international clothing retailers in Australia that have been opening stores across the country – such as Topshop, Zara, and American Apparel.

These stores have already seen a positive performance in the Australian market, which poses questions as to which international retailer the Australian shores may see next.

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