Gilly Hicks is a

lingerie Lingerie (, , ) is a category of primarily women's clothing including undergarments (mainly brassieres), sleepwear, and lightweight robes. The choice of the word is often motivated by an intention to imply that the garments are alluring, fashio ...

brand owned by

Abercrombie & Fitch Abercrombie & Fitch (A&F) is an American lifestyle retailer that focuses on casual wear. Its headquarters are in New Albany, Ohio. The company operates three other offshoot brands: Abercrombie Kids, Hollister Co., and Gilly Hicks. As of Februar ...

, specializing in women's intimates and loungewear. It competes primarily with

Victoria's Secret Victoria's Secret is an American lingerie, clothing, and beauty retailer known for high visibility marketing and branding, starting with a popular catalog and followed by an annual fashion show with supermodels dubbed Angels. As the largest ret ...

, Victoria's Secret PINK, and

aerie Aerie (a variant of eyrie) is the bird nest of an eagle, falcon, hawk, or other bird of prey. Aerie may also refer to: Arts, entertainment, and media Fictional entities * Aerie (Baldur's Gate), Aerie (''Baldur's Gate''), a character in ''Baldur' ...

. Its first store opened at

Natick Mall The Natick Mall (previously named the Natick Collection) is a shopping mall in Natick, Massachusetts. The original facility was the first enclosed shopping mall in Greater Boston upon opening in 1966; it was demolished and replaced by a larger ...

Natick, Massachusetts Natick ( ) is a town in Middlesex County, Massachusetts, United States. It is near the center of the MetroWest region of Massachusetts, with a population of 37,006 at the 2020 census. west of Boston, Natick is part of the Greater Boston area. ...

on January 21, 2008. On November 6, 2013, Abercrombie & Fitch announced it would close Gilly Hicks' retail stores, but continue the brand's online operations. Gilly Hicks was resurrected in 2017 due to customer demand focusing in younger women. Since then, its products have been sold in all Hollister stores and online. As of 2019, Gilly Hicks is a popular seller on the Hollister e-commerce site and in its retail stores.

Stores

In July 2019, Abercrombie & Fitch opened four Gilly Hicks pop-up stores. The stores, which were located at BrandBox in

Tysons Corner Center Tysons Corner Center is a shopping mall in the unincorporated area of Tysons in Fairfax County, Virginia, United States (between McLean and Vienna, Virginia). It opened to the public in 1968, becoming one of the first fully enclosed, climate-contr ...

( Tysons, VA), the now defunct Dolphin Mall (

Miami Miami ( ), officially the City of Miami, known as "the 305", "The Magic City", and "Gateway to the Americas", is a East Coast of the United States, coastal metropolis and the County seat, county seat of Miami-Dade County, Florida, Miami-Dade C ...

, FL),

Los Cerritos Center The Los Cerritos Center is a super regional shopping mall located in Cerritos, California. Since September 1971, the Los Cerritos Center has been an integral part of the city of Cerritos' tax revenue. The mall is the city's largest revenue sourc ...

( Cerritos, CA), and

Baybrook Mall Baybrook Mall is a shopping mall located near the Clear Lake City area in Houston, Texas; It has a Friendswood mailing address, but it is in the Houston city limits. - Maps for comparisonMap of the city of Houston8 x 11 version The mall is locate ...

( Friendswood, TX), joined two existing Gilly Hicks stores at

Ala Moana Center The Ala Moana Center, commonly known simply as Ala Moana, is a large open-air shopping mall in the Ala Moana neighborhood of Honolulu, Hawaii. Owned by Brookfield Properties, Ala Moana is the eleventh largest shopping mall in the United States an ...

(

Honolulu Honolulu (; ) is the capital and largest city of the U.S. state of Hawaii, which is in the Pacific Ocean. It is an unincorporated county seat of the consolidated City and County of Honolulu, situated along the southeast coast of the island ...

, HI) and

Roosevelt Field Mall Roosevelt Field is a shopping mall in East Garden City, New York and Uniondale, New York. It was designed by I. M. Pei and is the largest shopping mall on Long Island, in the state of New York, and the eighth largest shopping mall in the United ...

( East Garden City, NY). In October 2019, Gilly Hicks opened a side by side location at the Hollister Co. at the

Aventura Mall Aventura Mall is a shopping mall located in Aventura, Florida. It is the 5th largest mall in the United States by total square feet of retail space and the largest mall in Florida. The anchor stores are Bloomingdale's, Nordstrom, 2 Macy's store ...

( Aventura, FL).
In July 2021, Gilly Hicks opened a new side by side location at

Westfield London Westfield London is a large shopping centre in White City, west London, England, developed by the Westfield Group at a cost of £1.6bn, on a brownfield site formerly the home of the 1908 Franco-British Exhibition. The site is bounded by the We ...

. The location features the brand's recently expanded product assortment, new store format and various digital experiences. In February 2022, Abercrombie & Fitch confirmed a new Gilly Hicks location would open in

Carnaby Street Carnaby Street is a pedestrianised shopping street in Soho in the City of Westminster, Central London. Close to Oxford Street and Regent Street, it is home to fashion and lifestyle retailers, including many independent fashion boutiques. Stre ...

, London.

References

{{Lingerie Abercrombie & Fitch brands Lingerie brands Underwear brands Australian-themed retailers Clothing companies established in 2008 Retail companies established in 2008 2000s fashion 2010s fashion Products introduced in 2008 Clothing brands of the United States Clothing retailers of the United States