Rue21 tries on new store format

WARRENDALE, Pa. — Rue21, a leading specialty apparel retailer for young women and men, is trying out a new store format on for size, and about to give guys something to smile about in the process.

The retailer has opened its first RueGuy stores in Bay Shore, N.Y., Harlingen, Texas, and New Boston, Ohio. The approximately 6,000-sq.-ft. stores are the first of seven RueGuy stores slated to open across the U.S. during August. The company is on target to open approximately 20 RueGuy stores by the end of the year.

The new store format features an expanded guys department and more selling space than a traditional rue21 store, providing its male consumers with a broader selection of product and new category opportunities.

The RueGuy stores have high ceilings, innovative signage, lighting elements and new fixtures that cater to the needs of male customers while complementing existing Rue21 stores and maintaining brand identity.

"We are extremely excited to announce the opening of our first RueGuy stores," said president and CEO Bob Fisch. "We look forward to growing our already successful guys business with this new store format that will allow us to deliver an expanded assortment of merchandise and accessories to our male customers. While we originally went into the design process focused on building the guys business, we are confident that the new store layout, colors and fixtures will improve the shopping experience for all of our customers who are seeking the latest trends at competitive starting price points. We see this as just the beginning of building a new store format for the future."

Rue21 currently operates 959 stores in 47 states.

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