By Daily Mail (U.S.) | Created at 2026-06-18 03:45:32 | Updated at 2026-06-18 06:18:19
2 hours ago
Abercrombie & Fitch has undergone one of the most dramatic evolutions in retail.
Founded as an outfitter for hunters and adventurers, the company once sold everything from shotguns and fishing gear to camping equipment and expedition supplies.
The company reinvented itself in the 1990s and early 2000s as the go-to brand for moody, cool teens, complete with dimly lit stores, booming music and the unmistakable aroma of cologne.
Its latest makeover has been more subtle: The retailer has ditched much of its logo-heavy image, modernized its stores and broadened its appeal to shoppers in their 20s, 30s and 40s.
Despite the rebrand, sales growth has dramatically slowed, while rival Aritzia has continued to post rapid gains by attracting many of the same shoppers.
Now, Abercrombie is borrowing a page from its competitors' playbooks by expanding its assortment to include third-party footwear brands such as Sperry and Puma, hoping the move will help reignite demand and win back customers.
The company grew its annual sales by over 98 percent between 2020 and 2025 under the helm of CEO Fran Horowitz. However, between 2024 and 2025, sales fell more than one percent while comparable sales fell by seven percent.
Meanwhile, Aritzia saw sales rise 35 percent, with comparable sales up 27 percent during its most recent fiscal year, which ended in March.
Abercrombie & Fitch is expanding into third-party footwear brands like Sperry and Puma as it looks to revive sluggish sales and keep pace with rival Aritzia
The 'casual luxury' brand boomed in popularity in the 1990s and 2000s for its appeal to the 'cool teen' before expanding its age range which met success between 2020 and 2024. However, from that year to 2025, its sales began to slump
Now, at its new 10,000 sq ft outpost in New York City, which was launched for the first time this month, they are testing the waters in selling brands such as Frye, Sperry, Puma, Hunter and GH Bass
The rival attributed part of its momentum to a partnership with Sperry launched last summer, and has long sold third-party footwear brands across its stores and online, including Nike, Adidas, New Balance, Puma and GH Bass.
Abercrombie is now taking a page from Aritzia's book, with retail analyst Janine Stichter telling CNBC that the company is seeking to 'ensure continued relevance,' pointing to Aritzia's growth as the result of it having 'stayed top of mind and stayed really relevant for that consumer'.
In April, Abercrombie partnered with Sperry to sell select apparel and footwear styles online and in stores. It has also expanded its range of third-party brands to include shoes from Puma, Frye, Hunter and GH Bass.
To test the waters, the casual luxury brand is only selling the brands at their new 10,000 sq ft outpost in New York City, which opened this month.
If sales take off at the New York store, the company would expand sales of the full range of brands to more stores and online.
Right now, the only non-Abercrombie brands listed for sale on the company's website are Puma and Sperry.
Abercrombie's recently hired managing director for the Americas, Melissa Worth, told CNBC that the expansion is important for both customer acquisition and retaining exisiting shoppers.
Worth also explained that the brand wants to ensure that customers are outfitted with all needs across the board and provide a 'new point of discovery' they haven't yet explored.
Aritzia saw sales rise 35 percent, with comparable sales up 27 percent during its most recent fiscal year, which ended in March
Abercrombie's recently hired managing director for the Americas, Melissa Worth, told CNBC that the expansion is important for both customer acquisition and retaining exisiting shoppers
'Someone looking for Puma or Frye, they come in … purchase them plus an outfit from us - that's the goa, how we're looking to bring it all together,' said Worth.
Stichter does not expect outside brands to make up a significant share of sales, but believes they could play an important role as customer acquisition tools and help drive more meaningful revenue over time.
'This is a strategic move on their part to bring in a like-minded customer,' said Stichter. 'A customer who has the potential to shop the brand.'
She added that category expansion will be key to the retailer's next phase of growth, and that blending Abercrombie-designed accessories with third-party footwear brands would allow the company to offer more choice in a cost-effective and simplified way.
Consumers increasingly want a variety of footwear brands, and by simplifying the shopping experience while offering those labels, Abercrombie can capture more spending and give customers more reasons to shop in-store or online.
