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Gilly Hicks to open first UK standalone store in Carnaby Street in Summer 2022

Tom Shearsmith
04 February 2022

Abercrombie & Fitch owned Gilly Hicks is to open a standalone store in London's Carnaby Street, marking the brands first solo retail location in the UK.

The label, which is known for its genderless marketing, currently has 30 store experiences in the UK, including a side by side store at Westfield London, which opened in Summer 2021.

Kim Dolder, Senior Vice President and General Manager at Gilly Hicks, exclusively confirmed further retail locations were to open in 2022 on an episode of the "In Conversation" podcast, where she spoke about the brands future. Listen on demand here.

The 3,000-square-foot location is expected to open in Summer 2022 at 39 Carnaby Street, formally occupied by Columbia Sportswear.

Kim Dolder, SVP and General Manager of Gilly Hicks, said: “We’re thrilled to mark the next chapter of Gilly Hicks’ growth strategy by opening standalone stores in EMEA. We have been encouraged by the performance of our standalone store in Columbus, which has provided a tangible brand experience for customers to explore our products and find their ‘daily dose of happy.’ 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."

She also reconfirmed that more locations are planned for this year, both in Europe and the US, although refused to reveal further details at this stage. Dolder has been the brains behind a host of new initiatives, including launching unisex clothing for the first time.

Kim Dolder, SVP and GM of Gilly Hicks

Presenting a store without loud references to gender, Gilly Hicks offers Gen-Z's a safe environment to explore intimates, sportswear, loungewear and accessories, with the he brand focusing on inclusivity at every step.

The new store has been designed to ensure customers of all gender identities feel as comfortable and confident as possible. The stores’ fitting rooms will feature privacy lockers for customers to request additional sizes from associates and light and music controls to cater to each customer’s preferences. Additionally, the store will be equipped with click & 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.

Daniel LeVesconte, GVP, Global Brands, EMEA at Abercrombie & Fitch Co., commented: "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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