Dive Brief:
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Justice, a retailer that caters to tween girls, is shuttering its Brothers brand for boys.
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There are some 200 Brothers units in 1,000 Justice stores nationwide, and the retailer will revamp those store-within-a-store layouts.
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The company will also refine its merchandising and marketing strategies for the core Justice brand, according to parent company Ascena CEO David Jaffe.
Dive Insight:
With this move, Justice really will be "just for girls," as its tagline suggests. Justice was the brainchild of outgoing CEO Michael Rayden, who saw potential in catering to kids who aren’t little anymore but not quite teenagers. The idea has been a winner for the mall-based retailer, boosting Ascena's sales and growth. But the retailer has struggled of late, with sales down last year 1.6% to $1.38 billion.
"At this point in its evolution, it is appropriate for Justice to focus on its core girls business, including refinement of its merchandise assortment and overall marketing strategy," Jaffe said in a statement.
