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Rue21 appoints interim CEO; plans strategic brand building

By Sara Ehlers

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Trendy fashion retailer Rue21 recently just announced a new interim chief executive officer for the company. Taking over the position from Bob Fisch, Keith McDonough will be stepping up from his prior position at the company as chief financial officer.

McDonough will serve as the temporarily chief executive officer until Rue21 is able to find a suitable replacement. Currently, the reason for Fisch’s departure is not stated. At this time, he will also be on the Board of Directors helping to search for the new CEO. At the company, McDonough has accumulated over 13 years in his previous role, showing mass experience in leadership as well as in seniority.

Rue21 appoints Keith McDonough as interim chief executive officer

With McDonough handling Rue21 until the replacement, the company is currently planning for more expansion and brand building. “We continue to execute on the strategic initiatives we set out for 2016 and the longer-term including strengthening our brand, our merchandise assortments and our omni-channel [capabilities],” he said in a statement. The new CEO will most likely take over these initiatives and provide appropriate, strategic plans towards these movements.

A photo posted by rue21 (@rue21official) on

In addition to a new CEO, Rue21 is also appointing two more staff members.Nina Barjesteh will be coming on as the new chief merchandising officer and Elizabeth Hodges will serve as chief customer officer. Barjesteh’s prior experience in fashion and retail comes from a span of 20 years in the industry. She also served as vice president of general merchandise manager of the women’s apparel division. In joining Rue21, she will be succeeding Kim Reynolds, who served as the company’s general merchandise manager previously.

The reason for Reynolds and Fisch stepping down from their roles is not stated. Although it seems that there is no bad blood between the former employees and the company as McDonough stated, “We thank Bob Fisch and Kim Reynolds for their 15 yeras of collaboration and passion in building rue21 into a leading teen specialty apparel retailer.”

A photo posted by rue21 (@rue21official) on

Currently, Rue21 operates approximately 1,213 stores in 48 states of the country. In 2016, the company plans to expand by adding 40 new stores and revamping 100 existing stores. WIth new initiatives and a new head staff, it seems that Rue21’s direction is inevitably going to change.

Photos: Rue21

Rue21