Gilly Hicks

Gilly Hicks is a lifestyle brand that falls under the umbrella of Abercrombie & Fitch, known for its focus on women's activewear. The brand made its debut with the opening of its first store at Natick Mall in Natick, Massachusetts on January 21, 2008. The brand's journey has seen various transformations, including a significant announcement on November 6, 2013, by Abercrombie & Fitch about the closure of Gilly Hicks' retail stores. However, the brand continued its presence through online operations.

In response to customer demand, Gilly Hicks made a comeback in 2017, targeting a younger female demographic. Since its reintroduction, the brand's products have been available across all Hollister stores and online platforms. The year 2019 marked a notable expansion for Gilly Hicks with the opening of four pop-up stores in locations such as Tysons Corner Center in Virginia, Dolphin Mall in Miami, Los Cerritos Center in California, and Baybrook Mall in Texas. These pop-up stores joined the existing Gilly Hicks stores at Ala Moana Center in Honolulu and Roosevelt Field Mall in East Garden City, New York.

Furthering its retail footprint, Gilly Hicks opened a side-by-side location at the Hollister Co. store in Aventura Mall, Florida in October 2019. The brand continued to grow with the opening of a new side-by-side location at Westfield London in July 2021. This location featured the brand's expanded product assortment, a new store format, and various digital experiences. In February 2022, a new Gilly Hicks location was confirmed to open on Carnaby Street in London.

Gilly Hicks has positioned itself as an active lifestyle brand that aims to provide a daily dose of happiness to its customers. In 2021, the brand underwent a repositioning to become a gender-neutral inclusive brand, reflecting a commitment to catering to the diverse needs of Gen Z consumers. The brand's offerings include underwear, activewear, and loungewear designed to energize minds, moods, and bodies through movement every day. As part of the Abercrombie & Fitch Co. portfolio, Gilly Hicks continues to be a popular seller on the Hollister e-commerce site and in its retail stores, sold exclusively in Gilly Hicks and Hollister stores, as well as on their respective websites globally.