Rue21 will open 15 stores by 2021. Here are their locations.

Rue21 will open 15 stores by 2021. Here are their locations.

Dive brief:

  • As part of its previously announced plan at the end of 2020, Rue21 is opening five new stores ahead of the back-to-school season, according to a company press release sent to Retail Dive.
  • Ten more store openings are planned in the remaining 2021. More stores are expected to open next year. A spokesperson for the company stated that all new locations will offer plus-sized products.
  • According to the company, three new stores were opened by the apparel retailer last year. They outperformed expectations by more than 50%.

Dive Insight

Rue21, a Gen Z apparel retailer, saw double-digit growth in 2020. This resulted in “aggressive” investments made in both the physical and digital channels.

CEO Bill Brand stated that recent store openings have shown the importance of our store channel for brand discovery and customer acquisition. “Our in-store experience has been a great way to build customer loyalty. It is also our model for omnichannel growth.”

The data-driven model was used to match potential stores with customer demographics. According to the company, field teams visited each location before each store was approved.

These openings are part a busy year for the retailer. Brand, the former president at HSN, was appointed the company’s CEO nine months ago. Brand called Rue21 one of the most compelling and under-the-radar brands in the U.S.

New Rue21 stores to open in 2021
City and State Localization
Jacksonville, FL Avenues Mall
Coral Springs, FL Coral Square
Memphis, TN Wolfchase Galleria
Columbus, GA Peachtree Mall
Cypress, TX Houston Premium Outlets
Camp Hill, PA Capital City Mall
Grand Rapids (MI) Woodland Mall
Madison, WI West Towne Mall
Holyoke (MA) Holyoke Mall
Buffalo, NY Walden Galleria
Oklahoma City, OK Penn Square
Tulsa (OK) Woodland Hills
Pembroke Pines (FL) Pembroke Lakes
Waldorf, MD St. Charles Town Center
Braintree MA South Shore Plaza

Source: Rue21

In 2020, the retailer also launched its rewards program with the goal to convert in-store customers “to omnichannel clients.” The program has approximately 5.5 million members. The year also marked an expansion of its plus-size apparel clothing offering, which according to a spokesperson is now in about 70% of all stores.

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