Dive Brief:
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Urban Outfitters aims to keep shoppers in its Anthropologie stores for two to three hours by expanding their spaces and offering dining and services like hair styling.
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UO will open 25 to 50 new Anthropologie stores nationwide that will feature the larger formats — three times bigger than the current average size of 7,100 square feet — and a wider range of merchandise in addition to the added activities.
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In the past, UO has taken more of a boutique approach to its stores.
Dive Insight:
Urban Outfitters seems to understand where its bread is buttered. Its Anthropologie and Free People stores and e-commerce sites have outpaced its flagship store in sales. While the company has in the past emphasized the boutique nature of its stores, with its quirky boho chic clothing and home goods, it is now going all out to make its Anthropologie stores into destinations, where customers can come in for lunch, treat themselves to a blowout, and buy. The company says it expects the atmosphere will also lead to online purchases.