Rue21 experiments with plus size offering

Teen specialty retailer Rue21 has launched a new juniors plus size division called Rue+ the company said its customers have been asking for.



The Rue+ division is intended to serve as a destination for trendy yet affordable plus size apparel and accessories that will inspire and empower plus sized girls to feel confident in how they look, according to the company. The product offering will be available at Rue21.com and in 22 of the company’s 1,100 stores nationwide.



"Our customers have been asking for expanded sizes for years. I am thrilled that we are able to give them the fashion and value they deserve with the launch of Rue+," said Bob Fisch, president and CEO of Rue21. "Until now our plus sized teen girl hasn't had the ability to shop trendy merchandise for less. Rue+ is her new destination to have on-trend, price-right fashion."



Sizes will range from 14-24 with prices starting at $9.99 for an assortment that includes apparel, outerwear, accessories and footwear.



To promote its plus size launch, Re21 said it is working with Orange is the New Black's Danielle Brooks, as well as several prominent plus size bloggers, Gabi Gregg of Gabi Fresh, Tanesha Awasthi of Girl With Curves, and Chante Burkett of Everything Curvy and Chic. The company is also offering free shipping on Rue+ on Rue21.com for a limited time, and hosting an Instagram contest "Work Your Curves" for a chance to win a Rue+ shopping spree.



The Rue+ launch comes as the retailer recently opened its 1,100th store and observed the one year anniversary of the launch of its e-commerce site.



"It's an exciting time to be at Rue21 with the milestones we've reached and the launch of Rue+," said Kim Reynolds, SVP, merchandising at Rue21. "As we continue to expand and meet the needs of our customers, we're happy to give our plus size girl affordable style. It's time to celebrate her curves and give her fashion that fits fabulously."