Abercrombie opening South End store

Zoom in: The store will be at 100 W Worthington Ave. on the bottom of the Lowe's tower, where Outdoor Voices and Allbirds were, as first reported by Jason Thomas and CLT Development.

• In recent years, South End has transformed into an outdoor shopping destination with trendy stores like Sephora and Free People, which are regularly packed with shoppers.

Zoom out: Abercrombie has made a comeback from its days of declining sales, cologne overload and shirtless workers.

• The company reworked its approach, downplaying its logo and embracing an older and more diverse crowd than the teens it once did. The rebrand has paid off with jumps in sales.