Urban Outfitters has turned its sights to menswear.

It’s been about a year since the Philadelphia-based retailer brought Bijon Javadzadeh on board as general merchandise manager of men’s apparel to jumpstart the business. As Shea Jensen, president of Urban Outfitters , said on the company’s second-quarter earnings call in August: “We’re really excited to be in the progress of rebuilding the men’s assortment with a great new leader in place. I would expect probably by spring that you’ll really see a noticeable difference in that assortment with some evolution between now and then as we build toward that.”

The first visible sign of this reinvention was unveiled on Friday when the company debuted the second iteration of a new store concept in the Glendale Galleria in Glendale, Calif.

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