New York City Abercrombie & Fitch is gearing up to launch an intimate-apparel concept for teens and young adults. The new brand will be called Gilly Hicks, and will have an Australian theme, according to a Reuters report.
The first Gilly Hicks store is scheduled to open this year, in late January, at Natick Collection, an upscale mall in Natick, Mass. Four additional locations are planned following the Natick launch.
Abercrombie’s entry into the intimate-apparel market follows the success of Victoria’s Secret youthful Pink brand, which is testing freestanding locations. In 2006, American Eagle launched its own loungewear format, Aerie, which now has over 32 stores