Dive Brief:
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As part of an effort to restructure and boost sales, Wet Seal Inc. is focusing on its own namesake brand and will phase out its adult-focused Arden B brand.
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The 54 Arden B stores nationwide and the Arden B website will be replaced with Wet Seal Plus, a plus-sized retailer, and Wet Seal stores.
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The move will save the retailer some $1.3 million in annual pretax costs, the company said.
Dive Insight:
With its move to phase out its Arden B brand aimed at adults, Wet Seal shows it is focusing on teen girls of all sizes. The company has recently shaken up its board and made other efforts to appeal to teens in what is a tough retail market.
