Rue21, the U.S. clothing retailer, is launching rueGuy stores, which feature an expanded product offering for men. The 6,000 square foot stores are located in Bay Shore, New York, Harlington, Texas, and New Boston, Ohio.
The new product lines will be targeted at young males. The trends, which the company aims to keep fresh, will be drawn from celebrities.
The company plans to open four more stores in August, and aims to have approximately 20 of the stores in operation by the end of 2013.
The rueGuy format will provide more selling space than a standard Rue21 store, and a broader selection of products and category opportunities for male consumers, said the company.
A new layout, open ceilings, and other design elements such as polished concrete floors aim to appeal to male customers. The company believes that those features will also enhance the feel and shopping experience in the girl’s store.
“We are extremely excited to announce the opening of our first rueGuy stores. We look forward to growing our already successful guy’s business with this new store format that will allow us to deliver an expanded assortment of merchandize and accessories to our male customers,” said Rue21 president and CEO Bob Fisch.
Rue21 operates 959 retail stores in 47 states. This is the firm time the company has expanded the brand and opened a complimentary set of stores. Fisch said, “While we originally went into the design process focused on building the guy’s business, we are confident that the new store layout, colors, and fixtures will improve the shopping experience for all of our customers.”
The company also plans to launch e-commerce in November to take advantage of the holiday season. Previously, shoppers have not been able to purchase Rue21 or rueGuy products through rue21.com.