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Abercrombie & Fitch’s Gilly Hicks to Open Regent Street Store

Abercrombie & Fitch’s Gilly Hicks lingerie chain plans to open a store on London’s Regent Street, its second in England, according to publicly available documents.

Gilly Hicks has an outlet at Westfield Group (WDC)’s shopping mall in west London and will open stores in Wales and Germany by the end of the year, New Albany, Ohio-based Abercrombie & Fitch said Nov. 16. There were a total of 19 Gilly Hick stores at the end of the third quarter.

Abercrombie & Fitch will also open a store trading as Hollister in the Regent Street building, replacing one operated by National Geographic. The applications for alterations to the two outlets was made through CBRE Group Inc.’s planning services team, which said it was “submitting a number of applications on behalf of Abercrombie & Fitch” related to the building.

“Gilly Hicks is doing very well,” Abercrombie & Fitch Chief Executive Officer Michael Jeffries said on a call with analysts. “It is clearer who the target customer is.”

Eric Cerny, a spokesman for Abercrombie & Fitch, wasn’t immediately available for comment.

To contact the reporter on this story: Neil Callanan in London at ncallanan@bloomberg.net.

To contact the editor responsible for this story: Andrew Blackman at ablackman@bloomberg.net.

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