Ascena Retail Group to shut down Brothers brand

Mahwah, N.J. -- Ascena Retail Group is eliminating its fledgling boys brand, Brothers, as part of a strategic review of its Justice business. Ascena launched the Brothers brand about three years ago as a way to enter the tween boys market. The company created Brothers stores inside some of its Justice stores.



Operations related to the Brothers brand are expected to be fully wound down by the end of the company’s fiscal year.



“At this point in its evolution, it is appropriate for Justice to focus on its core girls business, including refinement of its merchandise assortment and overall marketing strategy, said David Jaffee, CEO, Ascena, which operates some 3,900 stores under several banners, including Lane Bryant, Cacique, Maurices, Dressbarn, Catherines brands and Justice.



Wind-down costs associated with the decision to close Brothers are not expected to be material to the company’s financials. For fiscal 2014, the brand represented less than 1% of the total Ascena revenue base. It has been operating at a loss since its inception.