Hollister Ramps Up Swim Focus
Industry competitor Hollister continues to make a major play in the swim category, and is offering an extensive collection of bikini tops, bottoms and one-pieces this season.
The mall retailer is offering five different styles of bikini tops as well as five different cuts of bikini bottoms, in addition to one-pieces.
Executives at parent company Abercrombie & Fitch have said the swim business at Hollister is growing rapidly and has become an important emerging category for the retailer.
The emphasis on swim is evident in Hollister stores, which are giving swim a lot of floor space this season and have one of the most extensive selections at the mall.
Hollister prices swim from $16.95 to $26.95 for bottoms, $24.95 to $38.95 for bottoms, and $44.95 to $54.95 for one-pieces.
Hollister has turned around its overall business in the past few years after changing leadership teams, remodeling stores, and aligning product, voice and experience across “all touch points,” according to CEO Fran Horowitz.
Hollister comp sales increased 5% in 2018, and total sales reached $2.15 billion.
Swim has been a hot category across a wide range of retailers the past few years, and Victoria’s Secret has jumped back into swim after abandoning the category in 2016.
So far, Victoria’s Secret is only offering swim online, and is selling both private label swim and swim from other brands, including Body Glove, Maaji, Seafolly, Banana Moon and La Blanca.