Urban Outfitters has unveiled a new store concept and retail environment that reimagines its in-store experience with a brighter, more modern, and flexible approach. 

Following its debut in Houston, Texas, and a subsequent opening in Glendale, California, the refreshed format reflects the brand’s customer-first philosophy through curated assortments, localized design, and a strong focus on Gen-Z’s favorite styles and brands.

Urban Outfitters plans to open three of its redesigned stores by the end of 2025, with seven additional locations set to follow across the United States in 2026. Each store is tailored to its market, incorporating community nuances and shopping behaviors.

“Our goal is to be the go-to brand and destination for the categories and brands that define our customer’s style, and a source of inspiration through our creativity,” said Shea Jensen, president of Urban Outfitters.

“This new format gives us the freedom to shape our stores around our customers, their lifestyle, and the moments that matter most to them.”

The rollout also reflects Urban Outfitters’ evolving retail strategy, which blends street-level locations like Houston with key mall destinations such as Glendale, noting that 72% of Gen Z consumers still shop in malls.

Each store’s layout and assortment are guided by customer data and local preferences. In Houston, the merchandise mix emphasizes dresses, denim, and accessories that tap into Gen Z’s love of personalization, including handbags, scarves, charms, and bangles. In Glendale, a refreshed men’s strategy takes center stage, expanding into a more complete wardrobe of graphic tees, hoodies, pants, and signature brands, paired with improved wayfinding and in-store navigation.

“Our approach to men’s is about delivering a complete, modern wardrobe that balances trend essentials with the best of brands,” added Bijon Javadzadeh, general manager of merchandising at Urban Outfitters. “We’re evolving with our customer to offer pieces inspired by the culture, communities and moments shaping their style.”

The new store format also introduces elevated beauty sections, expanded footprints for best-selling in-house labels such as BDG Denim, Out From Under, and Standard Cloth, as well as modular fixtures that allow rapid adaptation to seasonal shifts and emerging trends. Fitting rooms have been redesigned with brighter lighting and more space, while warm materials, rich textures, and immersive visual displays enhance the overall shopping experience.