Birch Books has had the privilege of contributing to two new concepts for Abercrombie & Fitch.   For both Gilly Hicks and Ruehl No. 925 we created custom collections that reflected the style and mood of the stores.  Gilly Hicks: This 350-book collection was tailored to appeal to Gilly Hicks female clientele.  Many of the books included feature the athletic male form.  There were also detailed botanical studies, as well as picturesque volumes of the Australian landscape and books about the country’s surfing subculture. After creating the collection and consulting with the visual team at the Abercrombie headquarters on placement within the store, Birch Books supplied the books for the first five Gilly Hicks retail locations.         Ruehl No. 925: Books played an essential role in the implementation of the Ruehl No. 925 branding strategy. Based on the aesthetic and the values of the New York brownstone lifestyle, we selected 900 works of literature, and 450 catalogues of art and photography. The presence of the books created a sense of warmth and completed the concept of a store modeled after a domestic interior. Ruehl customers are welcome to peruse the shelves, and seating is available for those who want to take a closer look. Though the collections are displayed in fifteen national stores, the volumes we selected were focused on the art and literature of New York, underscoring the basis of Ruehl’s appeal to the refined and urbane customer.      Click here for some articles on the exciting projects we worked on with Abercrombie & Fitch.