Gilly Hicks

Gilly Hicks is a women's apparel brand owned by Abercrombie & Fitch Co. and associated with the company's Hollister portfolio. The brand specializes in women's activewear and related casual apparel, with its retail and distribution model changing substantially over time. Gilly Hicks entered physical retail in the United States in January 2008, when its first store opened at Natick Mall in Natick, Massachusetts. Its early store-based strategy positioned the label as a dedicated women's offering within Abercrombie & Fitch's broader youth-oriented brand architecture. The brand's assortment was centered on activewear and intimate or body-conscious casual products, with an emphasis on a youthful lifestyle presentation rather than a broad department-store apparel model. On November 6, 2013, Abercrombie & Fitch announced that it would close Gilly Hicks' standalone retail stores while retaining the brand's online operations. This decision moved the label away from a conventional dedicated-store network and toward a lower-overhead digital model. The brand was later revived in 2017, reportedly in response to customer demand and with a renewed focus on younger women. Following that relaunch, Gilly Hicks products were sold through the brand's online channel and in Hollister stores, allowing Abercrombie & Fitch to use existing retail infrastructure rather than relying exclusively on standalone locations. The subsequent retail strategy combined digital distribution with selective physical formats. In July 2019, Abercrombie & Fitch opened four Gilly Hicks pop-up stores in the United States, located at BrandBox in Tysons Corner Center in Virginia, Dolphin Mall in Miami, Los Cerritos Center in California, and Baybrook Mall in Friendswood, Texas. These pop-ups operated alongside existing Gilly Hicks locations at Ala Moana Center in Honolulu and Roosevelt Field Mall in East Garden City, New York. In October 2019, the brand added a side-by-side location at the Hollister store in Aventura Mall, Florida. Gilly Hicks expanded its side-by-side retail presence in the United Kingdom in July 2021 with a location at Westfield London. In February 2022, Abercrombie & Fitch confirmed plans for another London location on Carnaby Street. That standalone or dedicated location later closed, while Gilly Hicks merchandise continued to be stocked within the Hollister store on Carnaby Street and at the nearby Foubert's Place location. The brand's current identity is therefore best understood as a digitally supported sub-brand integrated with Hollister's store network, rather than as a large independent chain of standalone stores. Its history reflects a broader retail pattern in which a youth-focused apparel label moves between dedicated stores, e-commerce, pop-ups, and shop-in-shop distribution. Publicly available reference material identifies the brand's ownership, product focus, major retail transitions, and selected locations, but does not provide reliable details on a separate headquarters, founder, standalone financial results, or a distinct public-company listing.

Gilly Hicks is an Abercrombie & Fitch Co. brand focused on women's activewear and related intimate or casual apparel. The brand's documented history is closely tied to changes in its distribution strategy and to its relationship with the Hollister retail network. The first Gilly Hicks store opened at Natick Mall in Natick, Massachusetts, on January 21, 2008. This launch established the brand as a dedicated physical-retail concept within Abercrombie & Fitch's youth-oriented portfolio. Rather than operating as a general women's fashion label, Gilly Hicks concentrated on activewear and products associated with intimate apparel, casual comfort, and an athletic lifestyle. A major change came on November 6, 2013, when Abercrombie & Fitch announced that it would close Gilly Hicks' retail stores. The company retained the brand's online business, shifting the label away from a standalone-store model. This transition reduced the brand's physical footprint while preserving its ability to sell directly to customers through digital commerce. Gilly Hicks was revived in 2017 following reported customer demand. The renewed version was directed toward younger women and was distributed through the internet and Hollister stores. This arrangement gave the brand access to an established store network and enabled it to return to physical retail without immediately recreating a large standalone chain. In 2019, Abercrombie & Fitch tested additional physical formats. Four Gilly Hicks pop-up stores opened in July at BrandBox in Tysons Corner Center, Dolphin Mall, Los Cerritos Center, and Baybrook Mall. These temporary stores complemented existing locations at Ala Moana Center and Roosevelt Field Mall. In October of the same year, Gilly Hicks opened a side-by-side location within or alongside the Hollister store at Aventura Mall. The brand's integrated-store strategy later extended to the United Kingdom. A side-by-side Gilly Hicks location opened at Westfield London in July 2021. In February 2022, Abercrombie & Fitch confirmed a planned location on Carnaby Street. That location subsequently closed, although Gilly Hicks products remained available through the Hollister store on Carnaby Street and at the nearby Foubert's Place location. The available record presents Gilly Hicks as an active Abercrombie & Fitch sub-brand whose principal operating model combines online sales with selective placement in Hollister stores and limited physical experiments such as pop-ups and side-by-side locations. The sources do not establish a separate corporate entity, independent public listing, named founder, standalone headquarters, or separate financial reporting for Gilly Hicks.

• 2022

  Carnaby Street location announced

  [1]Gilly Hicksen.wikipedia.org

  Abercrombie & Fitch confirmed plans for a Gilly Hicks location on Carnaby Street in London.

• 2021

  Westfield London location opens

  [1]Gilly Hicksen.wikipedia.org

  Gilly Hicks expanded its side-by-side retail format to Westfield London.

• 2019

  Pop-up and Hollister-integrated retail expansion

  [1]Gilly Hicksen.wikipedia.org

  Four United States pop-ups opened, followed by a side-by-side location at Aventura Mall.

• 2017

  Brand relaunched

  [1]Gilly Hicksen.wikipedia.org

  Gilly Hicks was revived in response to reported customer demand and refocused on younger women.

• 2013

  Standalone retail stores scheduled to close

  [1]Gilly Hicksen.wikipedia.org

  Abercrombie & Fitch announced the closure of Gilly Hicks retail stores while maintaining online operations.

• 2008

  First Gilly Hicks store opens

  [1]Gilly Hicksen.wikipedia.org

  The first reported Gilly Hicks store opened at Natick Mall in Natick, Massachusetts, on January 21.

A youthful women's activewear and intimates label positioned within Abercrombie & Fitch's lifestyle portfolio and distributed through e-commerce, Hollister stores, pop-ups, and selected side-by-side retail locations.

• Activewear

  Women's activewear

  Gilly Hicks's core product area is women's activewear. The range is associated with a youthful, casual athletic lifestyle and is distributed through the brand's online channel and selected Hollister stores. The available reference material identifies activewear as the principal category but does not provide a complete current product catalog.

• Intimate apparel

  Intimates and underwear

  The brand is also associated with intimate apparel and underwear-oriented products. These offerings complement its activewear positioning and support its focus on younger women's everyday clothing needs. Specific named collections, materials, and current assortment details are not established in the supplied sources.

• Casual apparel

  Casual and loungewear apparel

  Gilly Hicks has been presented as a lifestyle brand rather than only a technical sportswear label, with casual and comfort-oriented apparel connected to its activewear and intimates assortment. The precise current product mix may vary by online channel and Hollister location.

• 2021

  Expansion of the side-by-side retail model to the United KingdomStrategy

  Background

  Gilly Hicks continued its selective physical-retail strategy after its 2017 revival.

  Action taken

  A side-by-side location opened at Westfield London.

  Aftermath

  A Carnaby Street location was later announced, although that location subsequently closed and merchandise remained available through nearby Hollister stores.

  Source

• 2019

  Testing pop-up and side-by-side retail formatsStrategy

  Background

  After the brand's return, Abercrombie & Fitch tested ways to restore physical visibility without relying solely on a large standalone-store network.

  Action taken

  Four pop-up stores opened in the United States, followed by a side-by-side location at Aventura Mall.

  Aftermath

  The integrated retail approach continued with later side-by-side locations, including Westfield London and Hollister sites in London.

  Source

• 2017

  Gilly Hicks revival through Hollister and online channelsStrategy

  Background

  The brand returned after reported customer demand, with a renewed focus on younger women.

  Action taken

  Abercrombie & Fitch relaunched Gilly Hicks and used online sales and Hollister stores as principal distribution channels.

  Aftermath

  The model was followed by selected pop-ups and side-by-side locations in the United States and United Kingdom.

  Source

• 2013

  Shift from standalone stores to online distributionStrategy

  Background

  Abercrombie & Fitch announced that Gilly Hicks retail stores would close, while the brand's online operations would continue.

  Action taken

  The company reduced Gilly Hicks' dedicated physical-store presence and retained an e-commerce channel.

  Aftermath

  The brand was later revived in 2017 and distributed through its website and Hollister stores.

  Source

• 2022

  Abercrombie & Fitch confirms a Carnaby Street Gilly Hicks location[1]Gilly Hicksen.wikipedia.org

  Other

  Abercrombie & Fitch confirmed plans for a Gilly Hicks location on London's Carnaby Street. The location later closed, with merchandise continuing through nearby Hollister locations.

• 2021

  Gilly Hicks opens a side-by-side location at Westfield London[1]Gilly Hicksen.wikipedia.org

  Other

  Gilly Hicks expanded its integrated retail model into the United Kingdom with a side-by-side location at Westfield London.

• 2019

  Gilly Hicks opens four United States pop-up stores[1]Gilly Hicksen.wikipedia.org

  Campaign

  Abercrombie & Fitch opened four Gilly Hicks pop-ups at BrandBox in Tysons Corner Center, Dolphin Mall, Los Cerritos Center, and Baybrook Mall, adding to existing locations in Honolulu and New York.

• 2019

  Gilly Hicks adds a side-by-side location at Aventura Mall[1]Gilly Hicksen.wikipedia.org

  Other

  The brand opened a location alongside Hollister at Aventura Mall in Florida.

• 2017

  Gilly Hicks returns with a renewed focus on younger women[1]Gilly Hicksen.wikipedia.org

  Product generation

  The brand was brought back after reported customer demand, with its products distributed online and through Hollister stores.

• 2013

  Abercrombie & Fitch announces closure of Gilly Hicks retail stores[1]Gilly Hicksen.wikipedia.org

  Other

  Abercrombie & Fitch announced that Gilly Hicks' retail stores would close while the brand's online operations would continue.

• 2008

  Gilly Hicks opens its first store at Natick Mall[1]Gilly Hicksen.wikipedia.org

  Other

  The brand opened its first reported physical store at Natick Mall in Natick, Massachusetts, establishing a standalone retail presence in the United States.

1. 1Gilly Hicksen.wikipedia.org