Hollister and Gilly Hicks unveil new store concept at Liverpool ONE

Hollister and Gilly Hicks have opened a new store at Liverpool ONE, showcasing an updated design concept for their first dedicated storefront at the outlet.

Located on South John Street, the opening is one of the first new prototype stores in Europe, bringing Hollister and Gilly Hicks under the same roof for the first time in Liverpool.

Reflecting an updated brand positioning, the 7,300 sq ft store showcases both Hollister and Gilly Hicks’ full range of apparel for men and women, as well as activewear and loungewear lines.

Featuring a "brighter and more open space", the store also offers a "seamless omni-channel experience" with a click-and-collect area and order-in-store and same-day delivery capabilities.

Jonathan Steinitz, Managing Director EMEA at Abercrombie & Fitch Co, said: “We are committed to reaching our Hollister and Gilly Hicks customers globally, and Liverpool ONE is the perfect strategic location for us to engage with both current and new shoppers.

"The Hollister brand is well established among the destination’s visitors, so we are delighted to introduce them to our new store concept and offer a more distinct Gilly Hicks brand experience within the space.”

Rob Deacon, Senior Asset Manager at Grosvenor, added: “Hollister’s substantial investment and exciting introduction of the Gilly Hicks brand is a key moment for us, particularly as it evidences yet more commitment to Liverpool ONE from global brands.

"Launching one of the first new prototype stores in Europe is a major endorsement for the destination and we are sure it will be a great success with the widespread teenager demographic.”

Hollister and Gilly Hicks join Sweaty Betty and Space NK, which both opened their city debuts at Liverpool ONE last month.