Jun 17, 2022
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Gilly Hicks to open on Carnaby Street this week

Jun 17, 2022

Abercrombie & Fitch Co subsidiary Gilly Hicks is the latest fashion retailer to open on Carnaby Street, one of London’s busiest shopping destinations.

Gilly Hicks

The opening is part of the brand’s EMEA expansion plan that saw its Germany debut in Westfield Centro in the spring.

The youth-focussed activewear, loungewear and intimates retailer has opened at 39 Carnaby Street. The brand’s growth strategy includes an expanded product assortment, a wider digital experience, and a “reimagined brand purpose” that all come together in this store.

The new Gilly Hicks stores have been designed to “ensure customers of all gender identities feel as comfortable and confident as possible”, it said.

As part of its “brand evolution”, Gilly Hicks is now more gender-inclusive, introducing underwear, loungewear and activewear in patterns and colours “that match everyone’s styles, regardless of gender identity” and align with the brand’s “updated purpose of giving Gen Z their daily dose of happy”. 

The store’s fitting rooms also feature privacy lockers for customers to request additional sizes, as well as light and music controls to cater to each customer’s preferences. 

Additionally, the shop is equipped with Click & Collect, Order In-Store, and Reserve In-Store capabilities, and includes handheld devices that allow customers to avoid the checkout queue. 

The store will stage a customer launch event on 9 July (2-6pm) featuring complimentary drinks, a live DJ and an opportunity to personalise Gilly Hicks products. 

Kristin Scott, Global Brand President at Abercrombie & Fitch Co said: “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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