Abercrombie & Fitch are to close all standalone Gilly Hicks stores around the world, including five stores in the UK.
The preppy brand's sister label, opened its first UK store at Westfield Shopping Centre in London in 2010 and proceeded with stores in Regent Street, Westfield Stratford, St David's in Cardiff and Bluewater.
However, the underwear store has since been struggling as a standalone brand on the high street.
There is some good news in the bad - Gilly Hicks underwear will still be available on their website and Hollister stores.
Mike Jeffries, chief executive officer and chairman of Abercrombie & Fitch Co, said: "In connection with our long-term strategic review, we have decided to focus the future development of the Gilly Hicks brand through Hollister stores and direct-to-consumer channels."
Gilly Hicks products are currently available at http://uk.gillyhicks.com
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