American Eagle Opens 77kids Pop-up

Plans to test concept for 77 days at Pittsburgh mall location
Posted October 21, 2009

American Eagle Outfitters (Pittsburgh) is bringing its online children's line to bricks-and-mortar with the opening of a 77kids store at the Mall at Robinson in Pittsburgh. Targeting children ages 2 to 10, the store is a test version of a more traditional store the retailer has planned for the second half of 2010. So the Robison pop-up will be open for only 77 days, according to the Pittsburgh Post-Gazette.

The 800-square-foot space is located near one of the retailer’s teen clothing stores and will sell selections from its holiday assortment, including denim, graphic tees, hoodies, cold weather accessories, dress-up items and sleepwear. An in-store touchscreen kiosk offers access the entire brand line while at the store.

Designed to feel deliberately temporary, the store features fun yet functional materials, including plywood floors, chalkboard signage and an eclectic music mix.  “The experience offers something fun and unexpected, both in terms of product assortment, as well as the surprises and activities for kids,” says Betsy Schumacher, chief merchandising officer, 77kids by American Eagle.

A countdown sign will keep track of how much time the store has left. Schumacher told the Post-Gazette that the company is working on store designs and scouting out potential permanent locations.

In addition to 77kids, which launched in October of 2008 as an online brand, American Eagle Outfitters Inc. operates several other subsidiaries, including its American Eagle Outfitters brand, targeting 15 to 25-year-old girls and boys, with 953 stores in the U.S. and Canada; intimates brand Aerie with 133 standalone stores in the U.S. and Canada; and Martin + Osa, for 28 to 40-year-old men and women, with 28 stores.