// Gilly Hicks is set to open a standalone store on London’s Carnaby Street this summer
// The store will offer underwear, loungewear and activewear for men and women and will provide “a first-of-its-kind brand experience
Gilly Hicks, part of the Abercrombie & Fitch group, has announced that it is reintroducing standalone stores in Europe, the Middle East and Africa, following the successful rollout of its new concept store in Columbus, Ohio, last year.
The retailer will open a standalone store on London’s Carnaby Street this summer, as part of its plans to “build upon existing demand for Gilly Hicks in the market”.
The store will offer underwear, loungewear and activewear for men and women and will provide “a first-of-its-kind brand experience,” explained Gilly Hicks in a statement.
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A second standalone Gilly Hicks location will also open this spring at Westfield Centro in Germany, as Abercrombie & Fitch Co. continues to evaluate global growth opportunities for the Gilly Hicks brand.
Kim Dolder, SVP and general manager of Gilly Hicks, said: “We’re thrilled to mark the next chapter of Gilly Hicks’ growth strategy by opening standalone stores in EMEA. We have been encouraged by the performance of our standalone store in Columbus, which has provided a tangible brand experience for customers to explore our products and find their ‘daily dose of happy.’”
Last July, the retailer said it was expanding its product assortment to match everyone’s styles, regardless of gender identity. It has also introduced new digital brand experiences, including an app, website and social media channels.
The new style stores feature fitting rooms with privacy lockers for customers to request additional sizes from store staff and light and music controls to cater to each customer’s preferences.
The brand has 23 stores operating side-by-side with Hollister locations in the US and EMEA.
Daniel LeVesconte, GVP, global brands EMEA at Abercrombie & Fitch Co., said: “Carnaby Street is the perfect location to reintroduce standalone Gilly Hicks stores in London, as it’s not only an iconic shopping destination, but it’s also where we know our target customers are shopping. This new store is an important step forward in growing the Gilly Hicks brand and represents our company’s overall commitment to the EMEA market.”
Samantha Bain-Mollison, retail director at Shaftesbury, added: “We are delighted to announce that Gilly Hicks has chosen Carnaby for their first UK standalone store. Gilly Hicks is at the forefront of innovation and brand experience when it comes to helping Gen Z’s feel comfortable when shopping. We are proud to welcome a brand like this into our already thriving retail destination.”
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