Hollister Co., and its sibling brand Gilly Hicks have both introduced new store concepts at Liverpool One. The pair initially disclosed plans for the merged store in February 2023, and the retail facility has now officially opened, bringing all Abercrombie & Fitch-owned brands under one roof.
The store, which measures 7,300 square feet, is intended to showcase an enhanced brand strategy geared to both businesses’ teen consumer bases.
Hollister and Gilly Hicks will provide a full variety of apparel for men and women, as well as the latter’s athletic and loungewear lines, within the store.
There will also be evidence of the company’s omnichannel experiences, such as a click-and-collect section, order-in-store, and same-day delivery options. According to Abercrombie, it is the first new prototype store for the brands in Europe.
Speaking on the opening, the company’s managing director EMEA, Jonathan Steinitz, said, “We are committed to reaching our Hollister and Gilly Hicks customers globally, and Liverpool One is the perfect strategic location for us to engage with both current and new shoppers.”
