Aéropostale, the teen apparel retailer that most of the industry had written off as dead, has risen like a Phoenix.
Starting this week, the company is reopening more than 500 doors across the United States. In February, Aéropostale will kick off its spring 2017 marketing campaign, which is designed to showcase the brand’s trans-formation under its new owners. The campaign will be in the stores as well as online and through social media.
Aéropostale filed for Chapter 11 bankruptcy protection in May 2016, and it appeared headed for liquidation as the months passed. But in Sep-tember, a last-minute consortium, led by Authentic Brands Group (ABG), acquired the chain as a going concern for $243.3 million in an auction. (Also included in the consortium: Simon Property Group, General Growth Properties, Gordon Brothers Retail Partners and Hilco Merchant Resources.)
“Aéropostale’s DNA is inherently free-spirited and appeals to a young audience who seek brands that deliver authenticity,” said Nick Wood-house, president and CMO of ABG. “We are excited to refresh this iconic brand and introduce our customers to a rejuvenated destination that of-fers great product and a fun shopping experience.”
Added Marc Miller, CEO of Aéropostale. “Our store associates are thrilled for the new Aéropostale and look forward to welcoming new and returning customers into the store.”