Urban Outfitters has rolled out its latest store format featuring a brighter, more modern, and flexible retail environment.

The concept, first launched in Houston, Texas, and recently in Glendale, California, includes market-specific assortments, updated interiors, and a focus on brands and styles popular with Gen Z shoppers. Stores are designed to reflect local shopping habits and community preferences.

The Houston location highlights dresses, denim, and personalized accessories such as handbags, scarves, charms, and bangles. In Glendale, the emphasis is on an expanded men’s selection, including graphic tees, hoodies, pants, and wardrobe essentials, along with updated signage and wayfinding.

According to Urban Outfitters, the brand is also adapting its store locations to changing shopping patterns. With younger consumers returning to malls for social and discovery purposes, the company is maintaining a mix of street-level and mall locations.

“Our approach to men’s is about delivering a complete, modern wardrobe that balances trend essentials with the best of brands,” said Bijon Javadzadeh, GM 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 format will expand into Bethesda by the end of this year, with seven more planned across the US next year.