New Hollister and Gilly Hicks concept store opens in Liverpool One

Hollister Co., the global teen retailer division of Abercrombie & Fitch Co. (A&F Co.), has officially opened at Liverpool ONE featuring an updated store design concept.

The Hollister store sits alongside sister brand Gilly Hicks, giving the brand an expanded footprint and first dedicated storefront at Liverpool ONE.

Located on Liverpool ONE’s South John Street, the opening is one of the first new prototype stores in Europe, bringing the Abercrombie & Fitch Co. brands under the same roof for the first time in the city. Reflecting an updated brand positioning, the 7,300 sq ft store is tailored to Hollister and Gilly Hicks’ teenager consumers, providing a seamless omnichannel experience with a central click-and-collect area in addition to offering order-in-store and same-day delivery capabilities.

Hollister & Gilly Hicks, Liverpool ONE 01 — Credit: Hollister & Gilly Hicks

The new store showcases both Hollister and Gilly Hicks’ full range of apparel for men and women, alongside Gilly Hicks revered activewear and loungewear lines. The new Hollister store design features a brighter and more open format, making it easier for customers to shop the latest products. This latest commitment by the international retailers showcases a strong vote of confidence in Liverpool ONE.

Jonathan Steinitz, Managing Director EMEA, commented:

“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. The Hollister brand is well established among the destination’s visitors, so we are delighted to introduce them to our new store concept and offer a more distinct Gilly Hicks brand experience within the space.”

Hollister & Gilly Hicks, Liverpool ONE 02 — Credit: Hollister & Gilly Hicks

Rob Deacon, Senior Asset Manager at Grosvenor, added:

“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.”

Hollister and Gilly Hicks join global activewear and lifestyle brand, Sweaty Betty, and worldwide retailer for luxury cosmetics Space NK, both of which opened their city debuts at Liverpool ONE last month. The duo of openings joins the impressive range of first-rate brands at Liverpool ONE’s premium lifestyle hub, Peter’s Lane.