Rue21 opening new retail locations

Rue21, a fast growing specialty retailer, will open 5 new stores in time for back-to-school shopping season. A total of 15 new stores are planned through the end of the year at strategically selected locations based on a data-driven model. The retailer, which serves the 15-25 Gen Z customer, became a pandemic-era anomaly when it experienced double digit growth last year, enabling aggressive investment in its physical and digital footprints.

“Recent new store openings have demonstrated the importance of our store channel to brand discovery and customer acquisition,” said rue21’s CEO Bill Brand in a statement. “Our dynamic in-store experiences have driven customer loyalty and is our model for continued omnichannel growth.”

Rue Rewards, the brand’s loyalty program that launched last year, is focused on converting new, in-store customers to omnichannel customers. 5.5 million active members participate in the loyalty program.

As many retailers were closing stores during the pandemic, Rue21 opened three new stores last year that outperformed expectations by more than 50 percent. The retailer attributes 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, in a statement. “As we continue to grow the fleet, we can’t wait to welcome more loyal customers to the brand.”

Store openings scheduled for this year include The Avenues Mall in Jacksonville, Florda, Coral Square in Coral Springs, Florida, Wolfchase Galleria in Memphis, Tennessee, Peachtree Mall in Columbus, Georgia, Houston Premium Outlets in Cypress, Texas, Capital City Mall in Camp Hill, Pennsylvania, Woodland Mall in Grand Rapids, Michigan, West Towne Mall in Madison, Wisconsin, Holyoke Mall in Holyoke, Massachusetts, Walden Galleria in Buffalo, New York, Penn Square in Oklahoma City, Oklahoma, Woodland Hills in Tulsa, Oklahoma, Pembroke Lakes in Pembroke Pines, Florida, St. Charles Town Center in Waldorf, Maryland, and South Shore Plaza in Braintree, Massachusetts.