Charming Charlie revival continues

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.