Abercrombie Fitch comes to Dublin

The USA's famous clothing brand will take over the former Habitat store on College Green,  writes JACK FAGAN

A LONG-RUNNING campaign to persuade Abercrombie Fitch to open a store in Dublin city centre has finally paid off with the American fashion retailer due to confirm next week that it will begin trading later this year opposite Bank of Ireland on College Green.

AF has completed legal contracts to lease most of the former Habitat building because of its spacious floorplates and its strategic location near the bottom of Grafton Street. The company is understood to have agreed an initial rent of around €750,000 for the store which will have an overall area of 2,508sq m (26,996sq ft) including 1,068sq m (11,496sq ft) on the ground floor and 613sq m (6,598sq ft) on two upper floors. The basement will be used for offices and storage.

As well as the Dublin flagship store, AF is also due to begin trading this year in Paris, Brussels, Madrid and Dusseldorf. The company has 1,112 stores across its four brands including its cheaper label, Hollister, which is due to move into Dundrum Town Centre this summer. It caters for teenagers aged 14 to 18 and its prices are lower than the primary brand.

AF’s selling prices are recognised as the highest in the youth clothing industry. Prices in its European stores are almost double those in its American stores. In the current recession the company has suffered financially for its refusal to lower prices or offer discounts. AF has always contended that doing so would “cheapen” its near-luxury image.

AF’s “casual luxury” lifestyle brands for customers aged 18 to 22 will put it in direct competition with a number of high profile traders on Grafton Street including Jack Wills, Tommy Hilfiger, BT2, River Island and American Apparel.

Larry Brennan of Savills is letting agent for the former Habitat store which has frontage on to Suffolk Street as well as College Green. The retail area along Suffolk Street is occupied by fashion trader Cult which occupies a unit of 1,300sq m (13,993sq ft).

Property developer Paddy McKillen, who figured in the recent Supreme Court case against Nama, is a key investor in Clarendon Properties which owns the former Habitat building. McKillen is also the major shareholder in the Jervis Centre.

Another leading US fashion trader, Forever 21, has had a major impact on the women’s fashion business since opening a large store in the Jervis Centre in November. The store is frequently mobbed at weekends.