Gilly Hicks is the newest brand you've got to check out if you're in the intimates/loungewear business. It's the brain child of Abercrombie & Fitch Co. and it has a Australian feel to it. From the outside it looks like a tropical setting on someone's back porch. The Gilly Hicks sign isn't obvious at all, so the unusual mall setting alone welcomes traffic. Once you're inside, you'll encounter a series of rooms - all of which are quite small and intimate with lots of merchandised displays around. It's on par with Aerie from American Eagle or VS Pink from Victoria's Secret. But of course it has a similar feel to an A&F or Hollister store. There are a few sexy silk undies but everything is merchandised with boxers, hoodies and tees so "lingerie" doesn't even enter the scene.