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Gilly Hicks to launch standalone store on London’s Carnaby Street

The Abercrombie & Fitch owned Gilly Hicks brand is to reintroduce its standalone stores in its EMEA region following the launch of its new prototype store… View Article

FASHION

Gilly Hicks to launch standalone store on London’s Carnaby Street

The Abercrombie & Fitch owned Gilly Hicks brand is to reintroduce its standalone stores in its EMEA region following the launch of its new prototype store in Columbus, Ohio in the US.

This will include the opening of a new shop on London’s Carnaby Street this summer and a store in Westfield Centro in Germany this spring.

Last July, the brand said it was expanding its product assortment to match everyone’s styles, regardless of gender identity. It has also introduced new digital brand experiences, including an app, website and social media channels.

The new style stores feature fitting rooms with privacy lockers for customers to request additional sizes from store staff and light and music controls to cater to each customer’s preferences.

The brand has 23 stores operating side-by-side with Hollister locations in the US and EMEA.

Daniel LeVesconte, GVP, global brands EMEA at Abercrombie & Fitch Co., said: “Carnaby Street is the perfect location to reintroduce standalone Gilly Hicks stores in London, as it’s not only an iconic shopping destination, but it’s also where we know our target customers are shopping. This new store is an important step forward in growing the Gilly Hicks brand and represents our company’s overall commitment to the EMEA market.”

Samantha Bain-Mollison, retail director at Shaftesbury, added: “We are delighted to announce that Gilly Hicks has chosen Carnaby for their first UK standalone store. Gilly Hicks is at the forefront of innovation and brand experience when it comes to helping Gen Z’s feel comfortable when shopping. We are proud to welcome a brand like this into our already thriving retail destination.”

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