Abercrombie Expanding Online in Asia With Zalora Deal
Abercrombie & Fitch Co. will soon be selling its wares more broadly in Asia.
Through a new wholesale deal with Zalora, an e-commerce web site launched 2012 that sells in several Asian countries, Abercrombie is set to expand the availability of its apparel in the region. The company has a handful of physical retail locations in Japan, Singapore and South Korea and China.
Zalora operates in 11 Asian countries, including Singapore, Indonesia, Malaysia and Brunei, the Philippines, Hong Kong and Taiwan, and Abercrombie said it will now be available to the site’s 600 million customers.
Abercrombie’s newly minted chief executive officer Fran Horowitz alluded to the brand’s popularity in Asia in commenting on the deal as well as Zalora’s quick deliveries (only three hours in some markets) and its flexible 100-day return policy is seen as beneficial.
“We work hard to connect with customers wherever, whenever and however they prefer to shop and we continue to invest in relationships and innovation to support that,” Horowitz said.
Hollister will be the first brand offered through Zalora, starting next week, and the Abercrombie brand will be sold through the platform later this month.
A Zalora representative could not be reached for comment.
The deal comes just over a month after Abercrombie said it would be closing about 60 stores in the U.S. this year amid weak sales.
In light of its struggles, the brand is hoping to do some rebuilding and intends to focus on the market of twentysomethings and move away from the long-held conception of Abercrombie and Hollister as clothes for teens.
In discussing goals for the brand, Abercrombie president Stacia Andersen said recently that while the company was “born out of a store experience” the amount of business now attributed to digital is upward of 30 percent, a “surprising” number she said is likely to keep rising.