Gilly Hicks

Gilly Hicks is a lingerie brand owned by Abercrombie & Fitch as part of their Hollister brand, specializing in women's intimates and loungewear. It competes primarily with Victoria's Secret, Victoria's Secret PINK, and Aerie (an intimates spinoff of American Eagle Outfitters).

Gilly Hicks originally had an Australian theme. Just like Hollister being based on Cailfonia, Gilly Hicks was based on Sydney, Australia. The brand used a koala bear as an icon like how Abercrombie & Fitch uses a moose and Hollister uses a seagull. Its first store opened at Natick Mall in Natick, Massachusetts on January 21, 2008. On November 6, 2013, Abercrombie & Fitch announced it would close Gilly Hicks' retail stores, but continue the brand's online operations. Gilly Hicks was resurrected in 2017 due to customer demand focusing in younger women. Since then, its products have been sold in all Hollister stores and online. As of 2019, Gilly Hicks is a popular seller on the Hollister e-commerce site and in its retail stores.

Stores
The original Gilly Hicks store design featured a fancy porch store front with chandeliers.

In July 2019, parent company Abercrombie & Fitch Co. opened four Gilly Hicks pop-up stores. The stores, which were located at BrandBox in Tysons Corner Center (Tysons, VA), Dolphin Mall (Miami, FL), Los Cerritos Center (Cerritos, CA) and Baybrook Mall (Friendswood, TX), joined two existing Gilly Hicks stores at Ala Moana Center (Honolulu, HI) and Roosevelt Field Mall (East Garden City, NY).