Hollister Co

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Introduced in 2000, Hollister Co. is a California-inspired apparel brand targeted towards patrons ages 14 through 18 with a lower price point than Abercrombie & Fitch. Hollister stores have a worn and washed-out, impoverished beachside boardwalk theme: the facade resembles a dump-front shack called the "Porch", and the dimly lit interior features surfboards mounted behind the cash-wrap wall and light blue wood flooring. When the brand began to absorb A&F's customer base, Abercrombie & Fitch clothing began utilizing higher-grade materials and construction (and raising prices as a result), to provide more of a distinction between the two stores. Beginning September 23, 2007 select Hollister Co. stores will be promoting a limited line of personal care items called "Sessions" including such items as body wash, deodorant and lotions, retailing for various prices. These items will be launched in order to foster brand awareness for A&F's newest concept chain, "Gilly Hicks", which is set to open in January 2008.