// Gilly Hicks opens its first standalone retail location in the UK located at 39 Carnaby Street
// The new store marks the Abercrombie & Fitch retailer’s second location in Europe
Gilly Hicks has opened the doors to its new Carnaby Street flagship store in London, marking the fashion retailer’s first UK standalone store.
The lingerie brand is owned by Abercrombie & Fitch, which also operates Hollister, and it specialises in women’s intimates and loungewear, competing with Victoria’s Secret.
The flagship on 39 Carnaby Street is of the brand’s growth strategy to expand its product assortment, enhance its digital experience, and its “reimagined brand purpose” as it moves to become more gender-inclusive.
The new Gilly Hicks UK store on Carnaby Street marks the retailer’s second location in Europe, adding to the flagship it opened in Germany earlier this year.
READ MORE: Abercrombie & Fitch launches new activewear subbrand YPB
Abercrombie & Fitch Co global brand president Kristin Scott said in a statement: “We’re excited to bring our evolved Gilly Hicks brand to London and help our customers find their happy place.
“The expanded product offerings, enhanced digital capabilities, and inclusive store experiences, further demonstrate our commitment to Gilly as a key part of our company’s long-term growth strategy.”
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