American Eagle’s new 77kids format to make retail debut in July

New York City American Eagle Outfitters will debut its new children’s wear concept, 77kids by American Eagle, in July, with seven locations, company CEO Jim O'Donnell said at the retailer’s annual shareholders meeting on Wednesday. The brand was launched online. It opened a pop-up shop for holiday 2009.

O’Donnell also said the company would close its poor-performing Martin + Osa chain of 28 stores will close by midsummer.

Despite the opening of 77kids, American Eagle is opening stores with caution. A total of 24 namesake and Aerie (the chain’s junior lingerie/lounge wear concept) stores are expected to open this year, compared with 29 in 2009, O’Donnel said.

American Eagle also said it will open three stores in early 2011 in Hong Kong, Beijing and Shanghai, through a franchise agreement with Dickson Concepts Ltd. More stores in Hong Kong and China will follow. In March, American Eagle opened its first Middle East locations, in Dubai and Kuwait.