Apparel retailer Rue21 says it plans to open 15 new stores through the end of the year, at locations determined by strategic data-driven retailing models. Five of the new stores are expected to be open before teens and young adults head back to school and college, reports Chain Store Age.
"Recent new store openings have demonstrated the importance of our store channel to brand discovery and customer acquisition," said Rue21 CEO Bill Brand. "Our dynamic in-store experiences have driven customer loyalty and is our model for continued omnichannel growth."
Rue21 said it experienced double-digit growth last year, enabling aggressive investment in its physical and digital footprints. Rue 21 opened three new stores in 2020, with the locations outperforming expectations by more than 50%, according to the company. The retailer credited the stores' success to its data-driven site selection process that is” laser-focused on its customer profile.” The real estate selection process requires that each location matches perfectly with its customer demographics. Additionally, field teams participate by visiting every site prior to a new location approval.
"rue21's marriage of data and customer recognition provides the perfect formula for a winning location. The success of the new stores in 2020 fueled investment in the 15 new stores this year," said Michele Pascoe, rue21's CFO who also oversees the brand's real estate strategy.
The new stores will be in the following locations:
Jacksonville, Fla.
Coral Springs, Fla.
Memphis, Tenn.
Columbus, Ga.
Cypress, Texas
Camp Hill, Pa.
Grand Rapids, Mich.
Madison, Wis.
Holyoke, Mass.
Buffalo, N.Y.
Oklahoma City, Okla.
Tulsa, Okla.
Pembroke Pines, Fla.
Waldorf, Md.
Braintree, Mass.
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