Hollister relaunches Gilly Hicks brand with a startup-style spin

Hollister is relaunching its lingerie brand Gilly Hicks by opening four new pop-up stores. This is part of the retailer's strategy to reinvigorate business and catch people's attention using small format, more experiential spaces. This strategic shift follows the lead of DTC brands. But can a large ailing retailer ride the same wave?

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Women's Gilly Hicks Active Recharge Ruched Waist High-Rise Flare

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Hollister Gilly Hicks Reversible Halter Scoop Bikini Top

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Gilly Hicks Reopen

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Gilly Hicks by Hollister Opens Pop-Ups at BrandBox Tysons Corner

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