Dive Brief:

• Former Aeropostale CEO Julian Geiger is back, replacing CEO Thomas Johnson effective now, the company said Monday.

• The teen-apparel retailer will release its financial report Thursday, but says Q2 sales fell 13%.

• The company has struggled to change up its merchandising and branding to lure back the teenagers and parents of teenagers that have drifted away from its stores. 

Dive Insight:

Johnson had been Aeropostale's CEO since 2010 and with the company in other roles since 2004. Meanwhile, during his previous tenure, from 1998 to 2010, Geiger oversaw a period of growth. Perhaps Aeropostale likes the way J.C. Penney has impressed customers and investors alike after bringing back its former CEO.