Hollister is making a comeback in an unexpected place: Target
Hollister is continuing its resurgence with a line of home and decor products at Target. The Abercrombie & Fitch Co. brand is launching The Hollister Collection on June 28 with nearly 60 items from pajamas to bedding, marking Hollister’s first foray into home goods. The product line is broken into three main categories (and price brackets): Bedding, such as comforters and sheets, in twin or twin XL to full or queen Prices range from $34.95 to $64.95 Accessories such as wearable throw blankets, study buddy pillows, and weighted plushes Prices range from $19.95 to $39.95 Clothing such as fleece tops and bottoms, sleep pants, and sleep shorts in sizes XS to XL Prices range from $24.95 to $49.95 The items could reach Hollister’s youngest audience, but some products—like the “Oversized Study Pillow”—have a clear high school and college student vibe. Abercrombie‘s CEO Fran Horowitz leaned into that demographic in a statement: “Shopping for a college dorm room or bedroom is an exciting milestone in our customers’ lives and we’re thrilled to bring Hollister to that experience. As we expand beyond apparel to meet their evolving lifestyle needs, partnering with Target was a natural fit.” “By combining the comfort and versatility Hollister is known for with Target’s expertise in designing affordable dorm and home items, this collection helps us reach more customers during important new beginnings,” Horowitz continued. A preview of The Hollister Collection is currently available on Target’s website. The brands plan to do additional product releases before the holidays and in Spring 2027. Hollister’s successful turnaround Hollister and its parent company were both early 2000s icons that fell out of fashion. But the 2020s has seen a significant turnaround for both the Hollister and Abercrombie brands. In particular, Hollister saw its comparable sales rise 19% in 2024 and 13% in 2025 year-over-year (YOY). However, they fell 2% for quarter one of 2026—displayed in the most recent e