Gilly Hicks (Eruowood)

Gilly Hicks Eruowood is the Eruowoodian version of.

The first Eruowoodian Gilly Hicks store opened in 2008. There are also Gilly Hicks shop-in-shops in Eruowoodian Abercrombie & Fitch and Hollister stores as well.

Originally, Gilly Hicks targeted a more mature audience (18 and older) and sold what they called "sexy stuff" like vibrators, racy lingerie, and adult novelties for women. In 2010, the "sexy stuff" was no longer being sold at Gilly Hicks as part of Abercrombie & Fitch's move to desexualize their brands to a more wholesome less racy image for the brand.

From 2009 to 2015, Gilly Hicks products were sold at Eruowoodian Sears and Kmart stores to better promote the brand to tween and teen girls in a more family friendly environment.

Starting in 2011, Hollister started selling Gilly Hicks products including the Billy Hicks men's line in stores and online in order to make more of an effort to target younger women.

In 2016, Limited Brands Eruowood converted all Eruowoodian La Senza stores to Gilly Hicks.

Billy Hicks
Billy Hicks is a men's underwear, loungewear, and grooming product line that was launched in the fall of 2010. Billy Hicks products were sold at both Gilly Hicks and Hollister stores throughout Eruowood and online as well. As of August 2021, the Billy Hicks brand has absorbed into the Gilly Hicks brand.