Gilly Hicks, an intimates brand, will be available in all Hollister store across the U.S. and online at hollisterco.com. The brand’s merchandise offerings includes bras, bralettes, undies, swimwear, loungewear and sleepwear.
Kristin Scott, brand president of Hollister Co., said, “We recognized an opportunity to redefine the Gilly Hicks brand, and we know our Hollister customer will enjoy another destination for fun and cozy bras, undies and sleepwear.” She said the Gilly Hicks product has been designed to be “effortless and comfortable to align with the customer’s on-the-go, busy lifestyle.”
The product became available last week, with select U.S. Hollister stores opening shops-in-shop for the intimates line. There are five shops-in-shop planned: Annapolis Mall, Md.; Castleton Square, Ind.; The Shops at Montebello, Calif.; Vintage Faire Mall, Calif., and Woodland Hills Mall, Okla. The company will also host “Galentine’s Day” parties at its U.S. Hollister stores on Feb. 4. Customers will receive exclusive discounts, including a free gift with a $50 purchase, while supplies last.
The Australian-themed Gilly Hicks intimates division opened with five stores at the start of 2008. By November 2013, it was a 28-unit operation when the company elected to shutter the stand-alone stores and instead incorporate the brand into its Hollister stores.
Abercrombie described Gilly Hicks as the “cheeky cousin of Abercrombie & Fitch” when it launched the intimates concept, as well as an “all-American brand with a Sydney sensibility.”
Bringing back the line comes when many intimates brands are focused on a more natural look and away from push-up bras. For example, Abercrombie’s competitor down the mall American Eagle Outfitters has its Aerie brand, and last year Aerie celebrated its 10th anniversary with a new Share Your Spark campaign to empower women and get them to love who they are, including acceptance of their bodies.