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07/26/2021

Rue21 to open 15 stores — here’s where

Marianne Wilson
Editor-in-Chief
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Rue21 is opening new stores just in time for back-to-school shopping.

The apparel retailer said it plans to open five stores before teens and young adults head back to their classrooms. A total of 15 new stores are planned through the end of the year at strategically selected locations based on a data-driven model. (Locations at end of article.)

"Recent new store openings have demonstrated the importance of our store channel to brand discovery and customer acquisition," said Rue21 CEO Bill Brand. "Our dynamic in-store experiences have driven customer loyalty and is our model for continued omnichannel growth."

[Read More: Former HSN exec to lead Rue21]

Rue21 said it experienced double-digit growth last year, enabling aggressive investment in its physical and digital footprints. Rue 21 opened three new stores in 2020, with the locations outperforming expectations by more than 50%, according to the company. The retailer credited the stores' success to its data-driven site selection process that is” laser-focused on its customer profile.” The real estate selection process requires that each location matches perfectly with its customer demographics. Additionally, field teams participate by visiting every site prior to a new location approval. 

"rue21's marriage of data and customer recognition provides the perfect formula for a winning location. The success of the new stores in 2020 fueled investment in the 15 new stores this year," said Michele Pascoe, rue21's CFO who also oversees the brand's real estate strategy.  

The list of Rue 21’s new store openings scheduled for this year is below. 
Jacksonville, Fla. – The Avenues Mall
Coral Springs, Fla. – Coral Square
Memphis, Tenn. – Wolfchase Galleria
Columbus, Ga. – Peachtree Mall
Cypress, Texas – Houston Premium Outlets
Camp Hill, Pa. – Capital City Mall
Grand Rapids, Mich. – Woodland Mall
Madison, Wis. – West Towne Mall
Holyoke, Mass. – Holyoke Mall
Buffalo, N.Y. – Walden Galleria
Oklahoma City, Okla. – Penn Square
Tulsa, Okla. – Woodland Hills
Pembroke Pines, Fla. – Pembroke Lakes
Waldorf, Md. – St. Charles Town Center
Braintree, Mass. – South Shore Plaza