Aeropostale Relaunching 500 Stores
Aeropostale is reopening 500 stores this week, with a marketing campaign to kick off Feb. 17 highlighting the brand’s new positioning under owner Authentic Brands Group (ABG). The chain’s Herald Square stores in New York this week features signs promoting the marketing campaign and promising new apparel and store designs for the spring. The retailer’s new focus, which includes licensing of the brand, will be on apparel and accessories targeting 16-22-year-old customers, slightly older than its previous focus solely 12-17-year-olds.
Aeropostale filed for bankruptcy in May. ABG bought the chain out of bankruptcy in September for $243 million as part of a group that included landlords Simon Property Group and General Growth Properties. The landlords and ABG are operating the stores with the ABG also owning the IP.