Aéropostale Reopening 500 Stores
Teen apparel retailer Aéropostale is reopening 500 stores across the country, starting this week. The stores are relaunching with the latest spring 2017 apparel and accessories for boys and girls. In February, the retailer will begin its spring 2017 marketing campaign, featuring all new messaging that reflects the new free spirit of the brand.
Total Retail’s Take: This is a big turnaround for Aéropostale. In August, Aéropostale and Sycamore Partners, the private equity firm that was at one time one of the retailer’s largest backers, weren’t agreeing on the retailer’s future. Sycamore was pushing for liquidation, while Aéropostale had hopes of saving itself — and that it did. This situation is the opposite of the trend of mall chains closing stores — see Macy’s and The Limited. We'll have to wait until next month to see if Aéropostale’s new marketing campaign is working.