Abercrombie & Fitch’s Gilly Hicks to debut its first UK store
The store will include handheld devices that allow associates to connect customers to omnichannel offerings and functionalities to avoid the checkout line
Shaftesbury has announced the opening of Gilly Hicks’ first UK standalone store on 39 Carnaby Street, which is set to open in spring.
Gilly Hicks is a brand in the Abercrombie and Fitch Co. portfolio that offers underwear, loungewear and activewear, and the announcement comes as the company is reintroducing standalone stores in EMEA following the “successful” testing of the standalone store concept in Ohio.
A second standalone Gilly Hicks location will also open this spring at Centro Oberhausen Mall in Germany, as Abercrombie and Fitch Co. “continues to evaluate global growth opportunities” for the Gilly Hicks brand.
The new stores have reportedly been designed to “ensure customers of all gender identities feel as comfortable and confident as possible”. Additionally, the stores’ fitting rooms feature privacy lockers for customers to request additional sizes from associates.
The store is also equipped with Click and Collect, Order in Store and Reserve in Store capabilities, as well as handheld devices that allow associates to connect customers to omnichannel offerings, functionalities to avoid the checkout line, and more.
Samantha Bain-Mollison, retail director at Shaftesbury, said: “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.”
Kim Dolder, SVP and general manager of Gilly Hicks, added: “We’re excited to bring this concept to our EMEA customers, who have been responding well to our reimagined product assortment and brand identity that was introduced last summer.”
Daniel LeVesconte, GVP of Global Brands, EMEA at Abercrombie and 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.”
