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AE Launches Lingerie Line

WARRENDALE, PA-American Eagle is setting its sights on a younger clientele with a new brand of intimate wear.

By Dana Dubriwny | Updated on February 28, 2006

WARRENDALE, PA-Building on the success of its intimates business, American Eagle Outfitters is launching “aerie by American Eagle,” a sub-brand that will target the retailer’s core 15- to 25-year-old customer.

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.’”

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