What lingerie brand was launched by Abercrombie & Fitch in 2008?

Gilly Hicks was the lingerie brand launched by Abercrombie & Fitch in 2008.

Abercrombie & Fitch introduced Gilly Hicks on January 21, 2008, as its fifth retail concept. The brand was built around women’s intimate apparel and loungewear, with an Australia-inspired identity summed up by its “Down Under” theme and the slogan “the cheeky cousin of Abercrombie & Fitch.” Its first store opened at Natick Mall in Natick, Massachusetts.

Gilly Hicks was positioned differently from the company’s main fashion labels. Abercrombie & Fitch emphasized casual-luxury clothing, while Hollister focused on a younger surf lifestyle; Gilly Hicks concentrated on bras, underwear, sleepwear, and related products. The brand later expanded into activewear and became closely associated with Hollister’s retail and online channels.

The concept’s standalone retail phase did not last. In 2013, Abercrombie & Fitch announced that it would close Gilly Hicks stores while continuing the brand online. Customer demand later prompted a revival, and the label returned through online sales, pop-ups, and placement inside Hollister stores. Intimissimi, La Senza, and Victoria’s Secret are separate lingerie companies, not A&F launches.