Temporary Retail Space is the First-Ever Opportunity to Experience
the 77kids Brand in a Bricks-and-Mortar Environment
A Portion of the Proceeds from the First Day’s Sales Will be
Donated to Operation Warm—a Not-for-Profit Organization that Distributes
New Winter Coats to Children in Need
PITTSBURGH--(BUSINESS WIRE)--Oct. 21, 2009--
77kids by american eagle, the kids brand from American Eagle Outfitters,
Inc. (NYSE: AEO), and The Mall at Robinson, today announced a special
pop-up store for the holiday season. The store opens to customers
beginning Wednesday, October 21, for 77 days. Launched in October of
2008, 77kids has been an online only brand, until now. This is the
first-ever opportunity for customers to experience 77kids in a
bricks-and-mortar environment, and the only one in the country. The
store will be located on the second floor of The Mall at Robinson, next
to the food court. Permanent 77kids stores are planned for 2010.
“We are excited to offer our friends in the Pittsburgh-area the
opportunity to shop 77kids in a store environment for the very first
time,” said
Betsy Schumacher
, chief merchandising officer, 77kids by
american eagle. “The experience offers something fun and unexpected,
both in terms of product assortment, as well as the surprises and
activities for kids.”
The pop-up store will feature top selections from the holiday
assortment, including denim, graphic tees, hoodies, cold weather
accessories, dress-up items and sleepwear. Customers can shop the full
77kids holiday assortment at a touch screen kiosk in the store. 77kids
gift cards are also available. A 77-day pop-up countdown will be
prominently displayed at the entrance of the store.
The shopping environment is designed to feel deliberately temporary, yet
fun and functional, including plywood floors, chalkboard signage
throughout, and an eclectic music mix. Chalkboards, free candy and
treats help to keep kids occupied while purchases are made.
“Pittsburgh is the perfect location for American Eagle Outfitters to
locate its 77kids pop-up store, and we are delighted to be selected as
the only location in the country,” said Shema Krinsky, marketing
director, The Mall at Robinson. “The brand will resonate with area
shoppers and offer a new experience for shoppers this holiday season.”
Recyclable shopping bags are customizable, with a fill-in-the-blank
message of “Long Live ____________” in which customers or store
associates can write in their own words to complete the phrase. Special
pricing offers and free gift wrap will be offered at various times
throughout the 77 days of pop-up shopping.
All 77kids clothing is backed by the brand’s 77washTM and
77softTM guarantees to maintain size, shape and quality and
to be extremely soft and comfortable through dozens of washes. Returns
are always free.
77kids by american eagle® offers on-trend,
high-quality clothing and accessories for kids ages two to 10. American
Eagle Outfitters was founded in 1977, which is the inspiration for the
77kids® name. The brand draws from the strong heritage of
American Eagle Outfitters, with a point-of-view that’s thoughtful,
playful and real. Like American Eagle® clothing, 77kids
focuses on great fit, value and style.
About American Eagle Outfitters, Inc.
American Eagle Outfitters, Inc., through its subsidiaries, (“AEO, Inc.”)
offers high-quality, on-trend clothing, accessories and personal
care products at affordable prices. The American Eagle Outfitters®
brand targets 15 to 25 year old girls and guys, with 953 stores in the
U.S. and Canada and online at www.ae.com.
aerie® by american eagle offers Dormwear® and
intimates collections for the AE® girl, with 133 standalone
stores in the U.S. and Canada and online at www.aerie.com. MARTIN + OSA®
provides clothing and accessories for 28 to 40 year old men and women at
its 28 stores and online at www.martinandosa.com. The latest brand,
77kids™ by american eagle™, is available online only at www.77kids.com.
77kids offers “kid cool,” durable clothing and accessories for kids ages
two to 10. AE.COM®, the online home of the brands of AEO,
Inc. ships to more than 60 countries worldwide.
About The Mall at Robinson
The Mall at Robinson is an 863,791 square-foot, regional shopping center
located in Robinson Township, at the intersection of Route 60 and Route
22/30 on Robinson Centre Drive. The Center is anchored by Dick’s
Sporting Goods, JCPenney, Macy’s and Sears, and includes more than 120
premier shops, Houlihan’s and a food court. For more information, visit www.shoprobinsonmall.com.
The Mall at Robinson is owned and managed Forest City Enterprises, Inc.
is an $11.7 billion NYSE-listed national real estate company. Forest
City Enterprises, Inc. is principally engaged in the ownership,
development, management and acquisition of commercial and residential
real estate and land throughout the United States. For more information,
visit www.forestcity.net.
Source: American Eagle Outfitters, Inc.
American Eagle Outfitters, Inc.
Jani Strand, 412-432-3359
OR
Think
Communications
Brian Tedeschi, 412-281-9228