Dive Brief:

• As part of its previously announced plan at the end of 2020, Rue21 is opening five new stores ahead of the back-to-school season, according to a company press release sent to Retail Dive. 
• Ten additional store openings are planned for the remainder of 2021, with more stores projected to open next year. All new locations will include plus sizes, a company spokesperson said.
• The apparel retailer also opened three stores last year that outperformed expectations by over 50%, according to the company. 

Dive Insight:

Gen Z apparel retailer Rue21 landed double-digit growth in 2020, spurring "aggressive" investments in the company's physical and digital channels. 

"Recent new store openings have demonstrated the importance of our store channel to brand discovery and customer acquisition," CEO Bill Brand said in a statement. "Our dynamic in-store experiences have driven customer loyalty and is our model for continued omnichannel growth."

Locations were selected based on a data-driven model to match potential stores with customer demographics. Field teams visited each site prior to approval of each new store, according to the company. 

The openings are part of an eventful year for the retailer. About nine months ago the company named Brand, the former president of HSN, as the company's CEO, who called Rue21 "one of the most compelling, yet under the radar brands in the U.S."

Additionally, in 2020 the retailer launched its rewards program, with the goal of converting in-store shoppers "to omnichannel customers." The program currently has 5.5 million active members. The year also marked an expansion of its plus-size apparel clothing offering, which according to a spokesperson is now in about 70% of all stores.