American Eagle Outfitters is rolling out a new children’s apparel brand.
To be called 77kids by American Eagle, the line will feature clothing and accessories for kids age two to 10. The collection will launch online at http://www.77kids.com later this year and in brick-and-mortar stores in the U.S. in 2009.
It’s the first brand the company is launching solely online, American Eagle Outfitters said.
“77kids is a natural fit for American Eagle,” said Jim O’Donnell, CEO of American Eagle Outfitters, Inc., said in a statement. “We’re leveraging the AEO expertise and best practices to create something new, incremental and exciting for customers.”
American Eagle Outfitters designs, markets and sells clothing targeting 15 to 25 year-olds shoppers. The original collection includes jeans, graphic Ts, accessories, outerwear, footwear and swimwear. The brand also includes a Dormwear collection, aerie lingerie and Martin + Osa, a concept targeting 28 to 40 year-old women and men.
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