American fashion retailer Hollister gets ready to drop in on the local surfwear market

American fashion chain Hollister, part of Abercrombie & Fitch, joined the long list of international retailers went to Australia

with plans to open its first store next year.

Mike Jeffries, CEO of Abercrombie & Fitch, has unveiled plans for the first Hollister stores in Australia and the Middle East at

the annual conference for the retail giant.

Hollister now has 28 branches in the UK, open to 12 in Canada and 17 in Germany, with plans to more than 20 international markets

in 2013.

Jeffries said the deployment is still in its early stages.

"Underdeveloped We focus on markets where we expect to focus at least cannibalization," he said.

Altogether, Jeffries said the results were Abercrombie & Fitch "disappointing" and cited "cannibalization" as a major problem,

where Abercrombie & Fitch flagship store, stores and Hollister stores cannibalize sales of other standards.

In contrast, Australia, Jeffries sees untapped market for as Hollister, Abercrombie & Fitch has not yet opened in Australia

despite reports sightings of the brand here.

"We believe that the return of investment on our international expansion was far greater than any other capital allocation during

this period," said Jeffries.

New openings in 2012 by the group Abercrombie & Fitch are expected to contribute $ 200 million in sales.

Hollister has an annual turnover of $ 485.6 million and offer young fashion-oriented and cheaper than Abercrombie & Fitch.

Named after a town in California, retail inventories surfer fashion style, making it a competitive surfwear to local retailers

like Billabong and Rip Curl.

Hollister has stopped its global model by opening branches in Europe and Canada. His greatest international movement in the UK,

where it. 27 stores to 13 in Germany and nine in Spain He also opened a Hollister in China.

Although Hollister is probably the first store Abercrombie & Fitch Group to go to Australia, he follows behind other international

retailers including Top Shop, Zara and Gap.

In a report on the retail sector was published earlier this year, Morgan Stanley predicts that global clothing brands, Zara, Gap,

Topshop / Topman, H & M, Uniqlo, Victoria's Secret, Abercrombie & Fitch and Forever 21 were probably up to 182 stores Australia

have 2016 potential, providing $ 1.9 billion. For sales or market share of 6% of the apparel market