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Feb 4, 2022
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Gilly Hicks to launch Carnaby flagship as it expands in EMEA

Published
Feb 4, 2022

Abercrombie & Fitch Co’s Gilly Hicks label is to open a Carnaby Street store in London this summer as part of its EMEA expansion plan that will also see it opening in Westfield Centro in Germany in the spring.


Gilly Hicks



The lifestyle brand is heavily focused on international growth via its updated standalone store concept after successfully testing it in the US.

The label, which offers underwear, loungewear and activewear, is actually making a return to EMEA with the store rollout programme and said that the Carnaby Street opening will “build upon existing demand for Gilly Hicks in the market and will provide a first-of-its-kind brand experience in an iconic location”.

The new stores have been designed “to ensure customers of all gender identities feel as comfortable and confident as possible”. The fitting rooms feature “privacy lockers for customers to request additional sizes from associates and light and music controls to cater to each customer’s preferences”. 

They also have 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, and more”. 

“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,” said Daniel LeVesconte, GVP, Global Brands, EMEA at Abercrombie & Fitch Co. “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.”  

Kim Dolder, SVP and General Manager of Gilly Hicks, added: “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.”

Last summer, the brand announced an expanded product assortment “that matches everyone’s styles, regardless of gender identity”, along with a new brand purpose “aimed at helping Gen Z find their happy place”. At the same time it added new digital brand experiences, including an app, website and social media channels.  

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