The company plans to integrate the concept within existing American Eagle stores, intimates-only locations adjacent to AE stores, and select stand-alone aerie stores in "premier" shopping malls. The intimates' line will arrive in AE stores in the fall, and will include an assortment of bras, panties, and what the company calls 'dormwear.'
"Our inspiration for aerie was to create a unique lifestyle environment for intimates; a category that our girl loves and wants more of," Susan McGalla, president and chief merchandising officer, said in a statement. "This new sub-brand includes a dynamic assortment which takes her from dorm room to the coffee shop. aerie is a natural extension of the American Eagle brand, and speaks to expanding our relationship with the AE girl whom we characterize as 'sweetly sexy.'"
This is the second concept within the past year launched by American Eagle. The company is also planning to open Martin + Osa, a new sportswear concept targeting 25- to 40-year-old women and men, in the fall of 2006.
The aerie concept is yet another in a long line of retailers branching out from their core brand. Coldwater Creek, for example, recently announced its entrance into the spa arena. Additional concepts include fashion icon bebe Inc., which launched an accessories division; Pacific Sunwear's One Thousand Steps, its new accessories and footwear chain; Gap Inc.'s Forth & Towne, aimed at women over 35; and Abercrombie launched Reuhl, a store that targets shoppers ages 22 to 30.
American Eagle Outfitters currently operates 798 stores in 50 states, the District of Columbia, Puerto Rico, and 71 AE stores in Canada.
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