Abercrombie & Fitch launches lingerie brand in UK

Abercrombie & Fitch sub-brand Gilly Hicks is to launch its first international store in the UK.

The lingerie brand, which is described as ‘cheeky’ by the company and bears an Australian theme, will be selling ‘sexy’ underwear, pyjamas and beauty products in the outlet.

It will be competing with the likes of La Senza, Paphitis’ new brand Boux Avenue and Victoria’s Secret, which launches in the UK in 2012.

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According to company results released this week to the New York stock exchange, Abercrombie will also be launching 11 Hollister branded stores internationally in the final quarter of 2010.

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