Gilly Hicks is a lingerie brand owned by Abercrombie & Fitch, specializing in women's underwear and loungewear. It competes primarily with Victoria's Secret, Victoria's Secret PINK, and Aerie (an intimates spinoff of American Eagle Outfitters).Its first store opened at Natick Mall in Natick, Massachusetts on January 21, 2008. In addition to stand alone stores, Gilly Hicks products are also sold at select Hollister stores.