Gilly Hicks has found its new happy place. It’s in Columbus, Ohio.
The innerwear brand, part of the Abercrombie & Fitch family, is opening a permanent brick-and-mortar store on Thursday in the city’s Easton Town Center. To help celebrate, Gilly Hicks is giving away $100,000 to some soon-to-be much happier shoppers. It’s also adding gender-neutral options to the assortment in an attempt to capitalize off the growing intimates apparel and loungewear markets.
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The new permanent store is located in Easton Town Center in Columbus, Ohio and will serve as a trial run for future stores.
“This store is a testament to our test-and-learn culture,” said a company representative. “We are looking forward to seeing how it resonates with our customers, as it will help inform future global store decisions.”
Gilly Hicks has 25 side-by-side locations next to Hollister stores and 60 shops-in-shop locations globally, or Gilly Hicks carve-out areas within Hollister stores, all of which are scheduled to be updated in the near term.
Also on Thursday, Gilly Hicks unveiled its latest additions to the assortment, including gender-neutral underwear, loungewear and activewear options (more than 100 items) and a new fabric called “Future Stretch.” Gilly Hicks products range in size from XXS to XXL. The Future Stretch collection accommodates “a variety of body types,” according to a company representative.
Fans of the brand can find products in Gilly Hicks and Hollister stores, as well as gillyhicks.com and hollisterco.com.
The Gilly Hicks brand launched in 2008, under the Abercrombie umbrella — which includes the Abercrombie & Fitch, Abercrombie Kids and Hollister brands — but failed to catch on with consumers. The brand closed in 2013. Then in 2017, Abercrombie reintroduced Gilly, selling it at Hollister stores, in addition to two stand-alone locations: Honolulu and Garden City, N.Y. The stores have since closed. Two years later, Gilly Hicks launched four temporary pop-up shops.
Meanwhile, parent company Abercrombie managed to swing a profit of nearly $42 million in the most recent quarter. Abercrombie & Fitch, the largest brand, closed its London flagship as part of the company’s multiyear strategy to shed flagships. A smaller store on Regent Street is expected to open sometime in the back half of the year.
The company launched its fifth brand, called Social Tourist, in May. The brand, which was cocreated by TikTok personalities and sisters Charli and Dixie D’Amelio, features fashions that can be found trending across social media platforms and is meant to be a reflection of the Gen Z experience, or shoppers who have come of age in a digital world.
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