Cranberry teen clothing retailer rue21 has finally joined the ranks of online sellers.
The chain, which was taken private last month in a $1.1 billion sale to a private equity investor, announced this morning that it has begun offering online shopping on its website, rue21.com.
Competitors in the teen clothing space have been selling online for years and reporting that sales are growing as a smartphone-equipped generation embraces digital shopping. Rue 21, which has almost 1,000 stores nationally and aims to offer affordable fashion often in underserved markets, has been slow to embrace the change.
“The launch of our new e-commerce site marks a new chapter for our company and will be key to building our brand for the future,” Bob Fisch, rue21’s president and CEO, said in this morning’s announcement.
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