Gilly Hicks eyes growth with new store opening, gender-inclusive line

By

Jennifer Braun

Published
Jul 16, 2021

Innerwear brand Gilly Hicks announced on Thursday the opening of its first standalone store concept and an expanded product assortment with a gender-inclusive ethos, as it eyes growth.

The brand, part of the Abercrombie & Fitch family, opened its first standalone store, at the Easton Town Center in Columbus, Ohio. The first-of-its-kind store is expected to be evaluated for future store opening opportunities. 

As for its expanded product assortment, Gilly Hicks is now more gender-inclusive as it introduces underwear, loungewear and activewear in patterns and colors that match all styles, regardless of gender identity. These products are said to be aligned with the brand’s updated purpose of “giving Gen Z their daily dose of happy.” 

Meanwhile, in-store, the brand will have its product merchandised by fabric and end-use rather than separated by gender to further its commitment to providing a comfortable, seamless shopping experience for all.

“Today, the brand is celebrating a new purpose focused on helping Gen Z, which is the most stressed-out generation, find their happy place with a renewed focus on wellness and mindfulness. The new product, digital experience, stores and our recent investments in talent further demonstrate our commitment to Gilly as a key part of our company’s long-term growth strategy,” said Kristin Scott, global brand president at Abercrombie & Fitch Co.

Gilly Hicks has 25 side-by-side locations next to Hollister stores and 60 shop-in-shop locations within Hollister stores, which are starting to be refreshed to provide the same brand experience as the standalone store.

To mark its reimagined brand purpose, Gilly Hicks is also giving away $100,000 “to help customers rediscover what makes them smile.” Fans can participate to win, now through July 31, on the new Gilly Hicks Instagram page. 

“We are thrilled to begin this new chapter for Gilly Hicks. From its global reintroduction in 2017, to last year’s addition of our highly successful Gilly Go activewear line, to providing matching underwear, loungewear and activewear that can be worn by all genders – the brand has continued to evolve to best meet our customers’ needs,” added Scott. 

Gilly Hicks once boasted 23 of its own brick-and-mortar locations, after shuttering all stores in 2013. Hollister started stocking Gilly Hicks in Hollister stores and online, four years later.