Lingerie brand Gilly Hicks, the sister brand of Abercrombie & Fitch, opens its first UK store tomorrow in Westfield London.

If the shop - which covers about 5,500 sq ft - performs well, it is expected that the retailer will roll out to more shopping centres in the UK next year, particularly in those that already house its other sister brand Hollister.

The opening comes as the lingerie sector hots up. Former La Senza owner Theo Paphitis is to launch his new venture Boux Avenue next spring and US giant Victoria’s Secret has said it will make its UK debut in 2012.

Property agent Capita Symonds acts for the retailer but declined to comment.