Abercrombie & Fitch Co. (NYSE:ANF) has unveiled a new store concept aimed at reviving its appeal among its core customer base. The new store concept will be characterized by checkouts that will be easier to navigate, transparent storefronts and “suite” fitting rooms. Another feature of the new store concept is the ‘shop-within-a-shop’ design where there will be one section selling fragrances while another will be selling denim. The first of these new store concepts will be opened in Columbus, Ohio at the Polaris Fashion Mall.

Larger private suites

Abercrombie’s fitting rooms at the new stores will have two individual capsules. There will also be a larger, private suite that can accommodate more than one person.

“This allows each guest to share new looks with a friend or family member while also enjoying privacy. Each suite has thoughtful amenities that heighten the customer’s mood, including separate controls for light and music, as well as a phone charging dock,” Abercrombie & Fitch said.

The new stores will also be omnichannel-capable meaning shoppers will be in a position to place online orders and then pick them up at the stores. And informed by recent tests that were conducted at its old stores, the retailer has will cut back on its signature smell at its new stores. There will now be a cleaner, lighter, unisex fragrance. The colors of the retailer’s dark woods have been lightened.

Change of guard

The new store concept comes in the wake of leadership and financial turmoil at the clothing retailer. Sales, for instance, have been falling consistently in the last three-quarters. The position of the chief executive officer was only filled last week with Fran Horowitz, the president and chief merchandising officer, being named to the position that had been occupied by the company’s chairman in an acting capacity since December 2014. Michael Jeffries, the previous CEO, had been at the helm for more than twenty years.

Besides competition from online rivals, Abercrombie & Fitch has also faced threats from other brick-and-mortar clothing retailers.

In Monday’s trading sessions, shares of Abercrombie & Fitch Co edged downwards by 1.28 percent to close the day at $11.54.