Gilly Hicks by Hollister, a division of Abercrombie & Fitch Co. has opened four new Gilly Hicks pop up stores. The intimates brand, whose comfortable products with inclusive, dynamic styles allow customers to embrace who they are underneath it all, was reintroduced in 2017 due to customer demand. It is carried in all global Hollister stores and is now continuing its expansion to its own storefronts.
One of the new locations is at BrandBox, the new flexible retail concept at Tysons Corner Center in Tysons, Va. Owned by high-end mall REIT Macerich, BrandBox provides a platform for heritage brands to test a new market or concept, and for digitally native brands to open and operate their first physical stores. With BrandBox, Gilly Hicks will have access to marketing, programming, and a retail analytics dashboard to measure key data such as in-store sales, foot traffic, and customer engagement. The brand can leverage this data to adjust if need be, which aligns with the retailer’s overarching test-and-learn strategy.
The additional three pop-ups are now open at Dolphin Mall (Miami, FL), Macerich’s Los Cerritos Center (Cerritos, CA) and Baybrook Mall (Friendswood, TX). These pop-ups join existing Gilly Hicks standalone locations at Ala Moana Center (Honolulu, HI) and Roosevelt Field (Garden City, NY).
“These Gilly Hicks pop-ups introduce new, engaging experiences for our customers, and create greater brand awareness. As part of our test-and-learn approach, we’re looking forward to seeing how customers respond to Gilly in these unique and innovative formats,” says Kristin Scott, president of Global Brands at Abercrombie & Fitch Co. “Macerich and its BrandBox concept align with how we think about the evolving retail landscape and changing customer needs, so as we look to grow our Gilly Hicks brand, this partnership was a natural fit.”
The pop-up stores are inspired by the brand’s updated format, featuring endless summer vibes similar to the overarching Hollister brand but with subtle color shifts and modern touches. The spaces will infuse aspects specific to each market—such as paying homage to local hot spots—and will operate on a smaller footprint, similar to Abercrombie & Fitch Co.’s overall shift to more intimate customer experiences.
In addition to pop up locations, throughout the year, Gilly Hicks plans to open side-by-side spaces and carveouts in several Hollister stores to further its global expansion.