Hollister Co. , often advertised as Hollister or HCo. , is an American lifestyle brand owned by Abercrombie & Fitch Co. The concept was originally designed to attract consumers aged 14–18, at a lower price point than the parent brand through its Southern California-inspired image and casual wear. Goods are available in-store and through the company's online store. In 2008 Piper Jaffray ranked it as the second most preferred clothing brand of U. S. teens.