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77kids by american eagle planned for 2009
18
Jan '08
American Eagle Outfitters Inc announced plans to launch a new children's apparel brand. 77kids by american eagle will offer on-trend, high-quality clothing and accessories for kids age two to 10.

The brand will launch worldwide online at 77kids later this year, with brick-and-mortar stores in the U.S. planned for 2009. 77kids is the first brand that the company has launched solely online.

“77kids is a natural fit for American Eagle,” said Jim O'Donnell, chief executive officer of American Eagle Outfitters, Inc. “We're leveraging the AEO expertise and best practices to create something new, incremental and exciting for customers.”

77kids is designed to fill a need in the marketplace by offering the fresh, “kid-cool” styles that kids want alongside the function, durability and value that moms want. American Eagle Outfitters was founded in 1977, which is the inspiration for the name 77kids.

The new brand will draw from the strong heritage of American Eagle Outfitters, with a point-of-view that's thoughtful, playful and real. Like American Eagle clothing, 77kids will focus on great fit, value and style.

American Eagle Outfitters Inc


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