Hollister and Gilly Hicks launch new concept at Liverpool ONE

Hollister, the teen division of Abercrombie & Fitch, has opened a new store alongside sister brand Gilly Hicks at Grosvenor’s Liverpool ONE shopping centre.

The 7,300 sq ft combined store on South John Street delivers a new concept for the two brands, and sees them under the same roof in Liverpool for the first time.

The new store will look to offer an omnichannel experience with a central click-and-collect area alongside order in-store and same-day delivery capabilities.

Offering the retailers’ full range of clothing, including Gilly Hicks’ loungewear and activewear ranges, the new format is one of Abercombie & Fitch’s first new prototype stores in Europe.

Rob Deacon, senior asset manager at Grosvenor, said: “Hollister’s substantial investment and exciting introduction of the Gilly Hicks brand is a key moment for us, particularly as it evidences yet more commitment to Liverpool ONE from global brands. Launching one of the first new prototype stores in Europe is a major endorsement for the destination and we are sure it will be a great success with the widespread teenager demographic.”

Metis and CBRE acted for Liverpool ONE, while Abercrombie & Fitch Co. dealt directly.

Hollister and Gilly Hicks have joined activewear and lifestyle brand Sweaty Betty and cosmetics retailer Space NK, which both made their city debuts at Liverpool ONE last month.