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 store opening 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 A&F Co. brands under the same roof for the first time in the city. Reflecting an updated brand positioning, the 7,300sq ft store is tailored to Hollister and Gilly Hicks’ teenager consumers, providing an omnichannel experience with a central click-and-collect area in addition to offering order-in-store and same-day delivery capabilities.
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.”
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 Sweaty Betty and Space NK, both of which opened their city debuts at Liverpool ONE last month. The duo of openings joins the range of first-rate brands at Liverpool ONE’s premium lifestyle hub, Peter’s Lane.