Abercrombie & Fitch Oxford Street

Scope of Works

Powells were appointed as principal contractor for the full interior fit-out of Abercrombie & Fitch’s new London store, situated on one of the world's most iconic shopping streets. Spread across two storeys, our works focused on delivering a seamless, luxury retail experience aligned with the brand’s modern identity.

Key elements included:

Full interior fit-out across two floors, including back-of-house and staff areas
Feature wraparound staircase with premium finishes
Two platform lifts, one enclosed in a mosaic-tiled shaft for visual impact
Elegant oak wood panelling framing a double-height atrium space
Bespoke arched wall bays finished with specialist Dryvit plasterwork
Creation of a private mezzanine lounge with a bookable fitting room, seating area, and dedicated checkout
High-end joinery, custom furniture and bespoke fixtures throughout
Omni-channel services integrated into the physical layout, including areas for click-and-collect and returns
Zoning and display systems to support flexible merchandising

Client

AFH Stores UK Ltd (A&F Co.)

Scope of work

Retail

Timeline

18 weeks

Scope of Works

Key elements included:

Full interior fit-out across two floors, including back-of-house and staff areas
Feature wraparound staircase with premium finishes
Two platform lifts, one enclosed in a mosaic-tiled shaft for visual impact
Elegant oak wood panelling framing a double-height atrium space
Bespoke arched wall bays finished with specialist Dryvit plasterwork
Creation of a private mezzanine lounge with a bookable fitting room, seating area, and dedicated checkout
High-end joinery, custom furniture and bespoke fixtures throughout
Omni-channel services integrated into the physical layout, including areas for click-and-collect and returns
Zoning and display systems to support flexible merchandising

Client

AFH Stores UK Ltd (A&F Co.)

Scope of work

Retail

Timeline

18 weeks

Challenges

Delivering a premium, high-street store within a live retail environment on Oxford Street required meticulous planning, logistics and coordination with Westminster City Council

Complex mezzanine and lift installations required bespoke detailing and coordination with structural and M&E teams
Achieving the brand’s revised aesthetic—moving from dark and exclusive to light, inclusive and digitally integrated—necessitated close collaboration with the client’s design and visual teams
A fast-track programme to meet international launch expectations, including press coverage and global product rollouts

Key Results:

Delivered a high-end store retail space that supports Abercrombie & Fitch’s repositioning as a modern lifestyle brand
Achieved an exceptional standard of finish, praised by both the client team and visiting stakeholders
Seamlessly incorporated omnichannel and personal shopping features, enhancing customer experience and operational flexibility
Reinforced Powells’ reputation for delivering complex, high-profile retail environments in central London

Our Partnership with Abercrombie & Fitch Co.

Our relationship with A&F Co. spans several years and multiple locations, including:

Our first collaboration: major re-fit of the Hollister store at Westfield Stratford City in 2018
UK-wide delivery of fit-out, re-fit and strip-out projects at locations including: Regent Street, Carnaby Street, Savile Row, Battersea Power Station, Saint James Edinburgh, Cabot Circus, Liverpool One, Trafford Centre, Brent Cross, Westfield White City, Meadowhall, West Quay, St David’s 2 — and many more
We have successfully delivered projects for all A&F Co. brands: Abercrombie & Fitch, abercrombie kids, Hollister, and Gilly Hicks
Powells delivered the UK’s first prototype dual-brand store at Westfield White City, incorporating both Hollister and Gilly Hicks with separate shopfronts and new interactive video technology — the first of its kind in Europe

Quote:

“A store that redefines what modern retail can look and feel like — light, elevated, and personalised. Powells’ quality and attention to detail played a key role in bringing our vision to life.”