5/1/2013
Teen retailer Rue21, which just opened its 900th store, is focusing on growing its teen boy business in 2013. Currently, 18% of its sales come from its offerings to males. “The [boy] division represents a huge opportunity for us especially in the smaller markets where there is almost no competition in guys’ fashions,” says Rue21’s Bob Fisch. “We are going after this business by changing up our store build-out and footprint to give our guys a defined home in the store.”
Rue21 is remodeling 10 stores and opening an additional 10 shops in Q3 and Q4. Larger locations of Rue Men will provide men with their own entrance. “Our guys don’t want to be feminine or surrounded by girls’ fashion, they want to shop in the space where they feel comfortable,” says Fisch.
Merchandise will be lower-priced branded styles available at other retailers, including colored denim. Company executives note that its best-selling men’s merchandise is the $33.39 denim pant. Rue Men also will focus heavily on accessories.
SOURCE: Rue21, Bob Fisch, CEO, President/CEO, 800 Commonwealth, #100, Warrendale, PA 15086; 724-776-9780; bfisch@rue21.com; www.rue21.com.
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