Dive Brief:

• Teen retailer Delia’s filed for Chapter 11 bankruptcy protection in December, and said at the time that it would liquidate and shut down stores by March.

• Now it looks like the retailer will be revived as a pure-play web retailer, announcing on Instagram and Twitter with the hashtags #DeliasForever and #Delia’s_Forever. The website has a placeholder saying that Delia’s Fall 2015 is “coming soon,” and Racked reports it will be live in August.

• The company got its start as a catalog-only retailer in the nineties, which many still see as its heyday, so this move is a something of a return to its beginning. The web-only site may also include a mailed out magazine of some sort, reports Refinery29.

Dive Insight:

This news will please many Delia’s fans, and the move, if it happens, does bring the retailer full circle. But it will be opening up as a web-only retailer just as other retailers are refining ways to leverage their physical stores to be competitive. If the retailer can re-insert itself into teen girls’ focus, stay active on social media, and do well on mobile, say through Wanelo, this could work.