Abercrombie's Gilly Hicks by Hollister opens four new pop-up stores
Gilly Hicks by Hollister, a division of Abercrombie & Fitch Co, announced the opening of four new Gilly Hicks pop-up stores. The company said in a statement, "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. "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," said Kristin Scott, President, Global Brands at Abercrombie & Fitch Co. 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.