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The first Hollister store opened on July 27, 2000, at the Easton Town Center in Columbus, Ohio. Four additional test stores opened following the Easton location: at Oak Park Mall in Overland Park, Kansas, Mall of Georgia in Buford, Georgia, Westfield Topanga in Canoga Park, California, and Paramus Park in Paramus, New Jersey.

Hollister Co. does not bill itself as a hardcore surf line. According to A&F spokesperson Hampton Carney, "We're not going after the ‘core surfing market. It's more about the lifestyle and inspiration, rather than the actual activity. Although Hollister Co. was founded in 2000, Abercrombie & Fitch has created a fictional history surrounding its founder. According to this history, John Hollister, Sr. emigrated from New York City to the Dutch East Indies and established the company bearing his name upon returning to the United States and settling in California in 1922.[10] In actuality, the company was founded in Ohio in 2000.