8 Mall Brands Making a Major Comeback Right Now

There was a minute there when mall brands waned in popularity, some sunsetting completely with others bordering on extinction. There’s still a large space for independent brands and digital-only retailers, but a handful of mall brands have pivoted their strategies and earned a solid comeback. 

Think Abercrombie & Fitch, which was once so out of touch with today’s more inclusive landscape that it became a symbol of retail controversy. Or Ugg, which was so synonymous with its signature sheepskin boots that it became a cliché of the ‘00s. Both of these legacy mall brands are enjoying a cultural renaissance—along with a handful of others—and we’re getting into the details below.

1. Abercrombie 

What once made Abercrombie covetable brand—its extreme exclusivity—eventually backfired for this retailer. In recent years they’ve made major changes, especially in terms of sizing, general branding, and its array of offerings.  

“Overall, the store has the same clean and preppy aesthetic, but sizes now range from 00 to 24,” says personal stylist Jana Meister. “Abercrombie has also reinvented their signature style of casual basics, graphic tees, athleisure, and even has a new partnership with official NFL by Abercrombie merchandise. They have also launched the A&F Wedding Shop which features the perfect pieces for both wedding guests and the bride-to-be.” 

2. Ugg

When you think of Ugg, what may come to mind is the brand’s cushy sheepskin boots. As comfortable as they were, they’ve since become a bit of a fashion relic. The retailer has expanded its offerings. 

“UGG has expanded far beyond their classic boots, introducing fashion-forward styles like platforms, heels, and even designer collaborations. They’ve kept their comfort-first reputation while tapping into current trends,” says Lana Ashby Rowder, stylist and founder of lookingGLASS. “Platform UGG boots and the cozy Tazz mules are trending staples for anyone wanting a mix of practicality and statement-making style.”

3. American Eagle Outfitters 

American Eagle Outfitters was one of the top brands just a couple decades ago, but trendy retailers like Forever 21, H&M, and Zara swooped in with their fast-fashion appeal. Fast forward and they’re a top choice for mall-goers. 

“AE has made a comeback by leaning into its most popular private-label brands, American Eagle, Aerie, and OFFLINE,” notes Jeanel Alvarado, a marketing and retail strategist and founder of Retailboss. “The mall brand achieved ‘record sales’ in December 2024 during the holiday season, and the company CEO Jay Schottenstein, attributed ‘new product assortments and engaging customer experiences’ to growth across brands and selling channels.” 

5. Coach 

In the age of quiet luxury, Coach’s logo-heavy bags have become a bit, well, gauche. This, paired with a general waning in quality, meant it lost favor with the most fashion-forward among us. 

“In recent years, though, they’ve brought on incredible creative directors and pivoted their marketing to youthful contemporaries who want to have fun but with a classic leather twist,” says Sahra Brandt, personal stylist at Shop the City. “They have quality leathers and are the main facilitators of the Gen-Z favored bag charm trend. They’re not just basics anymore; you can find chunky leather loafers and cutesy bags that evoke personality, femininity and edge.” 

6. Anthropologie 

This earthy brand has maintained popularity across the decades, but it’s becoming even more of a must-visit for mall goers in recent years. “The mall brand has found success in leaning into vacation and resort wear. Anthropologie witnessed an increase in vacation-related searches on their website, which saw a 97% growth year over year,” Alvarado says. “Customer interest in keywords like swim, resort, and beach rose by 29%, indicating a growing demand.” 

Alvarado adds that Holly Thrasher, Chief Merchandising Officer, said that swim, in particular, saw double-digit growth year over year. In response to this clear demand, it launched a new private label brand for 2025, Celandine, to provide affordable and trendy swimwear all-year round.

7. Hollister

Much like Abercrombie, Hollister was the preppy sister that you absolutely needed if you wanted to feel on trend. It did have a bit of a surfer-style twist, though, appealing to a more niche market. 

“These days Hollister has expanded and their demographic has changed, though some of that may not even be their own doing,” Brandt says. “Hollister’s changing ambiance and extended sizing is a reason to start shopping there, but they’ve also taken on a subtle prep meets streetwear look as opposed to their only surfer prep styles.”

8. Adidas 

Did someone say sambas? Adidas was the king of shoes in the ‘90s and ‘00s, but slowly faded from the zeitgeist as other brands took footing.  However, the brand has officially made a serious comeback with its iconic sambas leading the way. 

“Adidas has leaned heavily into retro-inspired styles while collaborating with big names like Beyoncé, Bad Bunny, and Pharrell,” Rowder says. “Their streetwear-focused releases, combined with iconic classics, have brought the brand back to the forefront of fashion.” 

9. Aritzia 

Aritzia has evolved from its Canadian-roots to a global platform offering attainable, everyday luxury. Alvarado says that in 2024, Aritzia executed an ambitious retail expansion strategy in the US, including the opening of two brand-propelling flagships—one in SoHo and one on Michigan Avenue—to create more visibility to its brand, outside of its multiple mall locations. 

“The most coveted items from Aritzia are wool-blend outerwear coats, its popular ‘The Super Puff’ goose-down jacket, and assortment of high-quality basics,” says Alvarado. “[Now in 2025], Aritzia is strategically located in high traffic malls and tourist shopping areas. The brand saw an increase of 23.6% to $403.7 million, comprising 55.4% of net revenue.”