(Filed Under wholesale Lingerie News). While not surprising, it seems that the Gilly Hicks lingerie brand is now officially dead. Joanne Crevoiserat, EVP and CFO at parent company Abercrombie & Fitch Co., speaking recently on the conference call to discuss Q4 2014 results, said, “we decided during the quarter that we would wind down that business in 2015.”
An email sent to the Abercrombie investor relations office seeking further clarification on the wind down had not been answered as we went to press.
Abercrombie had announced at the end of 2013 it would soon be closing all its brick and mortar intimates stores, which once numbered 28 worldwide, but had said in an earnings report in early 2014 that the brand would “continue to be sold via Hollister Co. stores and through the Gilly Hicks website.”
All the stores were, indeed, shuttered by early 2014. But now searches directed to GillyHicks.com automatically arrive on a page at Hollisterco.com that proclaims, “The bras & undies you love are available right here.” The offerings there look mostly like closeouts. We found, in late March, 21 bras, 19 panty styles and 14 sleepwear silhouettes ranging from sleep tanks and tees to sleep shorts and robes. Most of the items were marked down dramatically. For example, bras that were $39.95, 34.95 and $29.95 are now $15; all the panties, which originally sold for $6.95 to $10.95, now sell for $2 or $3.
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