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AE Prepares Japan Rollout

WARRENDALE, PA-Fashion retailer American Eagle Outfitters is ramping up its strategy to dominate several market segments.

By Dana Dubriwny | Updated on November 16, 2005

WARRENDALE, PA-In its first flight outside North American boarders, retailer American Eagle Outfitters is preparing to spread its reach to Japan. During the company’s third quarter conference call Tuesday, James V. O’Donnell, chief executive officer, said he was “quite excited” that the company recently signed a memo of understanding to open stores in that country. The decision to expand in Japan was based on performance of AE’s direct business, which sees its highest international revenue coming from that country.

O’Donnell also revealed the company is planning to open another 40 to 50 stores during the next three to five years, targeting space in A- and B-class shopping centers, as well as lifestyle centers and urban locations. Additionally, AE will continue to renovate its existing units. Stores with completed renovations are seeing a 100% uptick in sales volume compared to non-renovated stores, said O’Donnell.

In addition to focusing on AE’s primary audience, 15 to 25 year olds, O’Donnell said the company is gearing up to open its first five stores in a new concept, Martin + Osa, which is aimed at a more mature clientele. The company is also expanding its intimates business with increased store presence and the testing of a side-by-side format.

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