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Gilly Hicks to open store on London’s iconic Carnaby Street

Gilly Hicks, a brand in the Abercrombie & Fitch Co. portfolio, has today announced the opening of its new store located at 39 Carnaby Street, in the… View Article

FASHION

Gilly Hicks to open store on London’s iconic Carnaby Street

Gilly Hicks, a brand in the Abercrombie & Fitch Co. portfolio, has today announced the opening of its new store located at 39 Carnaby Street, in the heart of London.

The new store opening is a part of the brand’s growth strategy, including an expanded product assortment, digital experience, and a reimagined brand purpose.

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

The new store on Carnaby Street marks the second Gilly Hicks location in Europe, with a location in Germany that opened earlier this year.

Speaking on the new opening, Kristin Scott, Global Brand President at Abercrombie & Fitch Co comments, “We’re excited to bring our evolved Gilly Hicks brand to London and help our customers find their happy place.  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.”

Samantha Bain-Mollison, Retail Director, at Shaftesbury says, “We are delighted that Gilly Hicks will open its doors on Carnaby as it reintroduces its new store experience to its UK fans. We are excited for the Carnaby customer to check out Gilly Hicks, as the brand is at the forefront of innovation and experience when it comes to helping Gen Zs feel comfortable and happy. Shaftesbury is proud to welcome a brand like this into our already thriving retail destination.”

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