Charming Charlie in retail comeback with first store – and more to come

Charming Charlie is back in business months after closing its 261 locations nationwide and selling its trademark at a bankruptcy auction. 

The women's apparel and fashion accessories retailer has opened a location at Cumberland Mall in Atlanta. The store, housed in an original Charming Charlie site, features the retailer’s signature color-grouped displays of apparel, handbags, jewelry, gifts, shoes, scarves and more.

The company plans to roll out additional retail locations in markets across the U.S. during late 2020 and early 2021 respectively. The next Charming Charlie opening is slated for October 2, 2020, at Towson Town Center in Towson, Maryland. (Since the COVID-19 crisis, the brand delayed all openings originally slated for March 2020.)

Charming Charlie filed for bankruptcy in July 2019 — its second filing in two years — and subsequently shuttered its 260 locations and e-commerce site. Company founder Charlie Chanaratsopon acquired the chain’s trademarks at a bankruptcy auction in fall 2019, with plans to revive Charming Charlie as an omnichannel retailer. 

"We're back solely because of our fans, and we're exceptionally proud to be reopening at one of Charming Charlie's original locations at the Cumberland Mall,” said Steve Lovell, president. “With the opening of this new store, it's important for us to express that our first priority is ensuring the health and safety of our associates and customers as we reopen. It's at the heart of every decision we make."