I hate when people try to act like they have exclusive information.

Burlington, MA will be getting a Gilly Hicks and a Ruehl.

WHEN IS RUEHL COMMING TO BURLINGTON!!??

Can people please start citing (reliable) sources, or at least the cause of their speculation. Because really - this entire thread is speculation - just some bits of information and strategy are smarter than others. Honestly, this entire FORUM is speculation. There hasn't even been official confirmation of a Gilly Hicks brand...

citing my sources might get me in trouble...

I think you have done a great job with this thread - but really nothing is for sure. The only fact on here is that Abercrombie & Fitch Co. is going to open a 5th concept store 6 months from now in some mall some where.

^ maybe you should see if someone will pm the sources as long as you stay quiet on them.

I wonder if A&F would ever consider halting the Gilly Hicks launch if business hasn't been so great...I mean, it's not like that many people have heard about it yet.

Isn't this what they're trying to achieve? I mean, with all the secrecy behind this new concept...I wouldn't be so surprised if the average shopper hasn't heard of it.

Yeah, I'm thinking the average shopper hasn't heard of it.

The average shopper hasn't even heard of Ruehl yet. And it's been three years since its launch.


I was simply bringing up the idea that if things started going in the wrong direction in terms of company earnings the rest of the year, A&F could simply cut the new brand without even more hurt to the reputation of the brand. (example Forthe and Towne...nobody knew about that company and since it hadn't been out very long, the average customer isn't going to think all of Gap Inc. is failing).

I've heard everything hollalilmama plus a little more and there are some here that know what they're talking about.

posted this back in the day before anyone knew the name of concept 5. I find it interesting a mall would list an upcoming concept when few knew about it back then.

the link in the first post in the link below still works and shows concept 5 aka Gilly Hicks

Abercrombie's Concept 5 is actually called

they're remodeling the hall since Nov 06 and most likely GH will be in that hall near A&F.

As for the other location in Glendale CA, it's a new mall from the ground up much like the Grove and we all know what A&F concept is at the Grove.... one of the flagship stores

bluemoose, whoever you are, i love you!

we all love bluemoose.

To add to that.........

nice find glenoaks

Now that is interesting. I see they just added new info to that mall site and it still lists it as Concept 5....hmmm. I still think Gilly Hicks is the name of the project and not the actual store.

details in link:

''Concept Five – a brand new concept from collegiate-style icon Abercrombie & Fitch; a Southern California exclusive''

none of the retailers will know for sure for a little while longer...i remember one of the malls that ruehl opened in didn't know what exactly ruehl was until about 90 days before opening.

Scottsdale, AZ?

^ that might have been it...wait...there's not even a ruehl in az yet.

(No, I meant that for the original poster. sorry)

Scottsdale, AZ?