Gilly Hicks, a brand in the Abercrombie & Fitch Co. portfolio offering activewear, loungewear and underwear, has announced the signing of its new store, which will be in Belfast’s iconic shopping destination, Victoria Square.
The new store will be a part of the brand’s growth strategy, including an expanded product assortment, digital experience, and a reimagined brand purpose. Gilly Hicks is a gender-inclusive lifestyle brand; introducing activewear, underwear, and loungewear in patterns and colors that match everyone’s styles, regardless of gender identity.
The new Victoria Square, Belfast store will mark the third Gilly Hicks location in Europe, with locations in Germany and London that opened earlier this year. The new Gilly Hicks stores have been designed to ensure customers of all gender identities feel as comfortable and confident as possible. The stores’ fitting rooms will feature light and music controls to cater to each customer’s preferences. Additionally, the store is going to be equipped with Click & Collect, Order in Store, Reserve in Store capabilities, and handheld devices that allow customers to avoid the checkout line, and more.
Speaking on the new signing, Kristin Scott, Global Brand President at Abercrombie & Fitch Co commented: “We’re thrilled to continue our Gilly Hicks store expansion in Europe. We aim to give our customers their daily dose of happy through our updated product and welcoming store environment and we can’t wait for our customers in Ireland to experience that for the first time.”
