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Gilly Hicks opens new Carnaby Street flagship store

Tom Shearsmith
17 June 2022

Abercrombie & Fitch owned Gilly Hicks has opened a standalone store at 39 Carnaby Street, marking the brands first solo retail location in the UK.

The new store, offering activewear, loungewear and underwear, is 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 patterns and colours that match everyone’s styles, regardless of gender identity. The new Gilly Hicks stores have been designed to ensure customers of all gender identities feel as comfortable and confident as possible.

The stores’ fitting rooms 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 store is equipped with click and collect, order in store, reserve in store capabilities, and handheld devices that allow customers to avoid the checkout line, and more.

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

Kristin Scott, Global Brand President at Abercrombie & Fitch Co., commented: “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, added: "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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