American Eagle Tests 77kids Concept at Retail

77kids, the children’s wear offshoot from Pittsburgh-based American Eagle Outfitters, which launched as an online-only concept, has a brick-and-mortar home for the holiday season. The pop-up is located near the American Eagle teen store in The Mall at Robinson in Pittsburgh on Oct. 21 and will be open for just 77 days. With a deliberately temporary aesthetic (i.e. plywood floors and chalkboard signage), the 800-square-foot shop will house highlights from the holiday assortment, including denim, graphic tees, hoodies, cold-weather accessories, dress-up items and sleepwear in sizes 2 to 10. Customers can order other pieces from the holiday line through an in-store touchscreen kiosk.

“The experience offers something fun and unexpected, both in terms of product assortment as well as the surprises and activities for kids,” said Betsy Schumacher, chief merchandising officer of 77kids. American Eagle plans to open permanent 77kids stores in 2010; the company is still evaluating locations. Visit www.77kids.com and www.ae.com.

In the October issue: How to capitalize on the babywearing boon Steps that make CPSIA compliance easier Catering retail to the Canadian consumer Plus: Tween fashion takes a rock ‘n’ roll spin Coming In November/December: Tips for boosting bedding sales The 2010 trade show preview Profiles of the 2009 Earnie winners Plus: Color makes a splash in the specialty sportswear category