Hollister’s lingerie brand Gilly Hicks is staging a comeback with pop-up shops in malls
  • Hollister is opening new pop-up shops for its Gilly Hicks lingerie brand.

  • It also plans to open additional freestanding stores.

  • The moves come as the lingerie category is going through a major overhaul, with new entrants like ThirdLove gaining momentum as Victoria’s Secret flounders.

Looking for pockets of growth in a tumultuous retail industry, Abercrombie & Fitch is betting it can find one in selling underwear and bras to teens and tweens.

The retailer has struggled to meet analysts’ sales expectations in recent quarters, with momentum slowing at its Hollister brand, in particular. It continues to shut stores, including some flagships, as it remodels others and focuses on smaller-format versions. But Abercrombie says its recently reinvigorated lingerie brand, Gilly Hicks, has been outperforming other categories and could present one of the company’s biggest growth opportunities.

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RSK: I think pop-up shops are a temporary fix for now until this all settles out. It is even forcing online-only retailers to consider a brick n mortar presence.



- - Volume: 7 - WEEK: 31 Date: 7/30/2019 5:14:47 AM -