Hollister is making a comeback in an unexpected place: Target

Hollister launched The Hollister Collection at Target on June 28, introducing nearly 60 home and decor items, marking the brand's first expansion into home goods. The collection features three categories: bedding, accessories, and clothing, with prices ranging from $19.95 for accessories like wearable throw blankets to $64.95 for queen-sized comforters. Abercrombie & Fitch CEO Fran Horowitz stated that the partnership with Target was a natural fit to cater to customers' needs for college dorm rooms and bedrooms, aiming to reach a younger demographic during significant life milestones. The collection is designed to appeal to high school and college students, with items such as "Oversized Study Pillows" and sleepwear. A preview of The Hollister Collection is available on Target's website, with plans for additional product releases before the holidays and in Spring 2027. This initiative follows a significant turnaround for both Hollister and its parent company, Abercrombie & Fitch. Hollister reported a 19% increase in comparable sales in 2024 and a 13% increase in 2025 year-over-year, despite a 2% decrease in the most recent quarter.