Innerwear brand Gilly Hicks announced on Thursday the opening of its first standalone store concept and an expanded product assortment with a gender-inclusive ethos, as it eyes growth. The brand, part of the Abercrombie & Fitch family, opened its first standalone store, at the Easton Town Center in Columbus, Ohio. The first-of-its-kind store is expected to be evaluated for future store opening opportunities.
As for its expanded product assortment, Gilly Hicks is now more gender-inclusive as it introduces underwear, loungewear and activewear in patterns and colors that match all styles, regardless of gender identity. These products are said to be aligned with the brand’s updated purpose of “giving Gen Z their daily dose of happy.”
Meanwhile, in-store, the brand will have its product merchandised by fabric and end-use rather than separated by gender to further its commitment to providing a comfortable, seamless shopping experience for all. “Today, the brand is celebrating a new purpose focused on helping Gen Z, which is the most stressed-out generation, find their happy place with a renewed focus on wellness and mindfulness.