Hollister relaunches Gilly Hicks brand with a startup-style spin - Modern Retail

Hollister is relaunching its lingerie brand Gilly Hicks by opening four new pop-up stores. This is part of the retailer's strategy to reinvigorate business and catch people's attention using small format, more experiential spaces. This strategic shift follows the lead of DTC brands. But can a large ailing retailer ride the same wave?

Hollister's Gilly Hicks lingerie brand is back with pop-up shops

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New Hollister and Gilly Hicks concept store opens in Liverpool One

Women's Gilly Hicks Active Recharge Seamed Dress

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Women's Gilly Hicks Active Recharge Seamed Dress

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