The new store opening is a part of the brand’s growth strategy, which includes an “expanded product assortment, digital experience, and a reimagined brand purpose”.
The new store on Carnaby Street marks the second Gilly Hicks location in Europe, with a location in Germany that opened earlier this year.
The store is equipped with click and collect, order in store, reserve in store capabilities, and handheld devices that allow customers to avoid the checkout line, and more.
Kristin Scott, global brand president at Abercrombie and Fitch , said: “We’re excited to bring our evolved Gilly Hicks brand to London and help our customers find their happy place. The expanded product offerings, enhanced digital capabilities, and inclusive store experiences, further demonstrate our commitment to Gilly as a key part of our company’s long-term growth strategy.”
Samantha Bain-Mollison, retail director, at Shaftesbury, added: “We are delighted that Gilly Hicks will open its doors on Carnaby as it reintroduces its new store experience to its UK fans.
“We are excited for the Carnaby customer to check out Gilly Hicks, as the brand is at the forefront of innovation and experience when it comes to helping Gen Zs feel comfortable and happy. Shaftesbury is proud to welcome a brand like this into our already thriving retail destination.”