Headlines

Abercrombie Getting into Lingerie

Teen retailer will launch new retail concept this month

Published

18 years ago

January 11, 2008

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Abercrombie & Fitch Co. (New Albany, Ohio) has announced it will launch a new intimate apparel concept called Gilly Hicks.

The first store will open in the Natick (Mass.) Collection on Jan. 21, 2008. It’s said to have an Australian theme. Four additional locations are planned following the Natick launch.

The teen and tween lingerie business in the U.S. has been strong, but A&F will encounter some strong competition from other specialty retailers in the sector, such as Victoria’s Secret’s Pink and Aerie, a division of American Eagle.

The company made the announcement during a presentation at a Needham & Co. investor conference. “There are a few who do sexy better than Abercrombie & Fitch,” said Christine Chen, specialty retail analyst at Needham. “I think it will be a store kids love and parents hate.”

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