Abercrombie & Fitch Enters the Lingerie Business with 'Gilly Hicks'

Abercrombie & Fitch (A&F) is set to launch an “Australian-themed“ lingerie concept store called Gilly  Hicks; in competition with aerie (owned by American Eagle). It's a market companies, in a goal to maximize, are trying to build and compete in. Though called "Australian-themed" don't expect to see this line in Australia but right here in the United states. There are 5 concept  stores set to open in the US starting this month, amongest them a store in Natick, Massachusetts as well as stores in Connecticut and New York.

Insiders report that Gilly Hicks will include underwear, loungewear and a personal-care division.

What about the image of the line? Well mixing Abercrombie & Fitch with lingerie you're bound to get steamy in a sense and A&F goes all out. Literally! In order to view their teaser video on the Gilly Hicks website you need to confirm your 18 years of age and over as the video has plenty of nudity in it. You probably wont pay much attention at this point and are on your way to the site so that's all we have for you right now. Click away.