Gilly Hicks

### Products

Apparel, lingerie, dormwear, personal care/cosmetics, fashion accessories, activewear, swimwear, scented candles

### Parent

Abercrombie & Fitch (Limited Brands)

**Gilly Hicks** is an apparel brand owned by Abercrombie & Fitch as part of their Hollister brand, specializing in women's intimates, cosmetics, and loungewear. It competes primarily with Victoria's Secret, Victoria's Secret PINK, Aerie (an intimates spinoff of American Eagle Outfitters), and Aéropostale's Live Love Dream.

Gilly Hicks originally had an Australian theme. Just like Hollister being based on Southern California, Gilly Hicks was based on Gold Coast, Australia. The brand used a koala bear as an icon like how Abercrombie & Fitch uses a moose and Hollister uses a seagull. The Australian theme was dramatically reduced when Abercrombie & Fitch merged the brand into their Hollister brand. By 2015 Gilly Hicks was no longer an Australian theme and dumped "The Cheeky Cousin of Abercrobmie & Fitch" tagline.

## Stores

Its first store opened at Natick Mall in Natick, Massachusetts on January 21, 2008. In 2011, Limited Brands (Abercrombie & Fitch's parent company) started co-branding Gilly Hicks stores with Abercrombie & Fitch, Hollister, and Bath & Body Works stores. On November 6, 2013, Abercrombie & Fitch announced it would close Gilly Hicks' retail stores, but continue the brand's online operations (as a sub-site on Hollister's site) and in co-branded stores with Abercrombie & Fitch, Hollister and Bath & Body Works. Stand alone Gilly Hicks stores returned in 2017 due to customer demand focusing in younger women. As of 2019, Gilly Hicks is a popular seller on the Hollister and Abercrombie e-commerce sites and in its retail stores.

In July 2019, parent company Limited Brands, opened four Gilly Hicks pop-up stores. The stores, which were located at BrandBox in Tysons Corner Center (Tysons, VA), Dolphin Mall (Miami, FL), Los Cerritos Center (Cerritos, CA) and Baybrook Mall (Friendswood, TX), joined two existing Gilly Hicks stores at Ala Moana Center (Honolulu, HI) and Roosevelt Field Mall (East Garden City, NY). Some of the pop-up stores became permanent locations.

## Merchandise

The merchandise sold at Gilly Hicks include women's underwear branded as "Down Undies", activewear branded as "Gilly Hicks Go" (formerly "GH Sport"), loungewear, accessories, and cosmetics.

Since 2012, Hollister has used the brand for their line of women's cosmetics such as: perfume, body mist, lotion, cream, body wash, deodorant, bath bombs, and so on.

## See also

* Gilly Hicks/Locations

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Belk | Staples

**Casual Mall/Store Chains**

*Ann, Inc.*
Ann Taylor | LOFT | Lou & Grey
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*The Limited*
The Limited Men
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Henri Bendel | La Senza (La Senza Girl)
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Brothers | Justice | Limited Too (Limited Too Boys)
*Other Assets*

**Other Assets**

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