Abercrombie launches new retail concept

Greg Turner

Abercrombie & Fitch's latest retail concept, an Australian-themed shop selling intimate apparel for young adults, will debut in Natick, Mass., next week.

The first Gilly Hicks store is scheduled to open Monday morning at the Natick Collection.

Analysts and investors will get a sneak peak at the store and take a tour with Abercrombie CEO Mike Jeffries on Sunday morning, according to a release from the New Albany, Ohio-based company.

An Abercrombie spokesman who could provide details about the Gilly Hicks concept was not available yesterday.

The brand is the fifth from Abercrombie and is expected to sell men's and women's underwear designed for teens and young adults.

Following Abercrombie's pattern of provocative advertising, the Gilly Hicks Web site features a video - aimed at people 18 and older - showing young topless women swimming and a mostly naked young man hanging a bra on a clothesline, among other scenes.

The first Gilly Hicks store will be located next to the Apple outlet in the mall's high-end addition.

According to the chain's Web site, Gilly Hicks stores are scheduled to open "soon'' in Lake Grove, N.Y., Aurora, Ill., Bloomington, Minn., and Farmington, Conn.

The company operates 359 Abercrombie & Fitch stores, 202 abercrombie (for kids), 444 Hollister Co. stores and 21 Ruehl stores in the United States.

Greg Turner can be reached at or 508-626-3909.