Gilly Hicks to open on Carnaby Street this week

Gilly Hicks to open on Carnaby Street this week

Abercrombie & Fitch

Gilly Hicks

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

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

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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