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03/03/2021

Charming Charlie revival continues

Dan Berthiaume
Senior Editor, Technology
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Charming Charlie is extending its comeback efforts online.

The jewelry and accessories retailer, which shuttered its stores and website after declaring Chapter 11 bankruptcy in summer 2019 and began a reopening process in September 2020, is reinvigorating its digital platform. 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. 

Having opened five brick-and-mortar stores (with a sixth set to open in Valley Stream, N.Y., in April), Charming Charlie is now partnering with Branded Online to build upon its digital strategy. Branded Online is a solution provider that develops e-commerce platforms and technology. 

On March 3, Branded Online acquired West Coast design agency OneStop Commerce e-commerce outsourcing company Zther Interactive. Other e-commerce brands Branded Online has worked with include Hurley, Bebe, Lululemon, True Religion, and Yeezy.

Charming Charlie, which delayed some openings due to COVID-19, also plans to continue rolling out additional retail locations, opening as many as 25 stores annually, according to its website.