Gilly Hicks continues global expansion with new Belfast store
Gilly Hicks is to open its first standalone store on the island of Ireland at the Victoria Square shopping destination in Belfast.
The move forms part of the underwear, activewear and loungewear brand’s growth strategy, which also includes an expanded product assortment, improved digital experience, and a reimagined brand purpose.
The new store will be Gilly Hicks’ third location in Europe following openings in Germany and London earlier this year.
Designed to ensure customers of all gender identities feel as comfortable and confident as possible, the stores’ fitting rooms feature light and music controls to cater to each customer’s preferences. In addition, the Belfast store will be equipped with click & collect, order in store, and reserve in store capabilities, as well as handheld devices that allow customers to avoid the checkout queue.
Kristin Scott, global brand president of Gilly Hicks’ parent company Abercrombie & Fitch, said: “We’re thrilled to continue our Gilly Hicks store expansion in Europe. We aim to give our customers their daily dose of happy through our updated product and welcoming store environment and we can’t wait for our customers in Ireland to experience that for the first time. ”
Russell Banham, UK head at Commerz Real, added: “We are very pleased to secure the first Gilly Hicks store in Ireland at Victoria Square. It underlines the significance of Victoria Square as Northern Ireland’s leading retail and leisure destination and shows the key value the brand places on the retail opportunity in Northern Ireland. We look forward to welcoming the highly anticipated store later this year, as part of the brand’s early European expansion plans.”
