According to company results released yesterday to the New York stock exchange, it will open 11 Hollister-branded stores internationally in the last quarter of 2010, and open its first international Gilly Hicks store in the UK.
The brand is billed as "cheeky" by Abercrombie, has an Australian theme and Sydney tagline.
It will compete with the likes of Victoria's Secret and La Senza, selling "sexy" underwear, pyjamas and beauty products.
As with other Abercrombie brands, Gilly Hicks uses sex appeal as an integral part of its brand image, and has a fictional brand history.
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