Teen-intimates brand Gilly Hicks by Hollister is betting its future on physical stores, with plans to open four pop-up Gilly Hicks mall stores.
Parent company Abercrombie & Fitch Co. announced that Gilly Hicks will open at Brookfield Properties' Baybrook Mall, in Friendswood, Texas; at Dolphin Mall, in Miami (a Taubman Centers property); and at Los Cerritos Center (Cerritos, Calif.) and Tysons Corner (Va.) Center (both of which are Macerich-owned). Meanwhile, there are two existing stores already: at the Brookfield-owned Ala Moana Center, in Honolulu; and at Simon’s Roosevelt Field, in Garden City, N.Y.
Macerich's BrandBox, an area set aside in malls to test retail concepts
The company says it intends to open additional Gilly Hicks stores next to and within Hollister shops.
“These Gilly Hicks pop-ups introduce new, engaging experiences for our customers and create greater brand awareness,” said Kristin Scott, Abercrombie & Fitch Co.'s president of global brands, in an announcement on Monday. "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." The Tysons Corner store will set up in Macerich’s BrandBox, an area where retail brands test out store concepts. “Macerich and its BrandBox concept align with how we think about the evolving retail landscape and changing customer needs," Scott said, "so as we look to grow our Gilly Hicks brand, this partnership was a natural fit."
Gilly Hicks was initially introduced in 2008, but weak demand forced the closure of all 28 stores in 2013. The brand was resurrected in 2017, selling in Hollister stores.
By Edmund Mander
Director, Editor-In-Chief/SCT
