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Timed for back-to-school selling, Abercrombie & Fitch announced a series of licensing partnerships that will bring the Abercrombie Kids brand to third-party retailers for the first time, including at Nordstrom, Bloomingdale’s, Macy’s, and Dick’s Sporting Goods in the U.S.
Overseas, Abercrombie Kids products will reach several department stores: Galeries Lafayette in France, KadeWe in Germany, and El Corte Ingles in Spain.
Abercombie said the available offerings will include a “full range of styles” for boys and girls, available in sizes 5 to 18.
Abercombie said, “This global expansion allows us to meet customers where they are and continue building meaningful connections with families around the world. We’re excited to see Abercrombie Kids reach new markets, grow with our customers and bring even more kids into the brand experience.”
The expansion comes as the overall Abercrombie banners has undergone a vibrant turnaround in recent years, with same-store sales up 16% in 2024, 35% in 2023, and 11% in 2022.
Abercrombie Joins Nordstrom and Others in Moving Into Third-Party Territory
It’s still rare to see retailers selling at third-party retailers, particularly competitors.
In 2016, Nordstrom started selling an edited assortment of J.Crew merchandise at select Nordstrom full-line stores, as well as online.
"This was an easy decision,” said Millard Drexler, J.Crew's chairman and CEO at the time. “Nordstrom is the perfect partner because we both share the same high standards of customer service and store experience. Additionally, we are known for exceptional design, quality and style, which we know will appeal to the Nordstrom customer."
Pete Nordstrom, Nordstrom’s co-president, said at the time, “We know our customers love J.Crew and we're excited to be offering this coveted brand in our stores and online. Partnering with quality brands like J.Crew that have exclusive distribution is part of our long-term strategic agenda."
L.L.Bean opened its first wholesale accounts in 2018 and in 2023 added Dillard's to its mix of wholesale partners in the U.S. that included Nordstrom, Staples, and Scheels in the U.S.
The 113-year-old outdoor retailer said in a statement in 2023, “These wholesale partnerships will enable L.L.Bean to offer a curated assortment of goods through established, trusted retailers, providing customers in more locations across the U.S. the opportunity to interact directly with the brand’s iconic products, which have traditionally been most accessible online and through the L.L.Bean catalog.”
Other examples include Kohl’s selling both Lands’ End and Eddie Bauer product under licenses. A trailblazer has been Urban Outfitters, which established its Free People Wholesale division in 1984, with its overall wholesale business reaching $275 million last year.
Similarly to retailer concerns when opening up direct selling on Amazon, retailers embarking on wholesale partnerships risk by letting a third party manage the selling experience as well as sending their customers to a competitor.