77kids

In October 2008, American Eagle released and launched 77kids, a line of clothing aimed at children from two to ten years of age. Initially an on-line only concept, AEO opened its first 77kids store on July 15, 2010, in The Mall at Robinson in Pittsburgh, PA, and eight others followed that year. Expansion continued throughout FY2011. 77kids stores, meant to be a fun shopping experience for younger children, featured interactive games and activities throughout the stores that children could play with while shopping.
American Eagle Outfitters announced on May 15, 2012, that it would sell or close all 22 of the 77kids stores by the end of July 2012. Robert Hanson, who became CEO in January 2012, said 77kids had a loss after taxes of roughly $24 million on sales of $40 million in the 2011 fiscal year. On August 3, 2012, American Eagle Outfitters completed the sale of its 77kids to Ezrani 2 Corp, a company formed by Ezra Dabah, the former Chairman and CEO of The Children's Place. Ezrani renamed the stores to "Ruum" in 2013.
==See also==
* Abercrombie Kids
* List of 77kids locations
* P.S. from Aéropostale
* Ruum American Kidswear
==External links==
* 77kids on USA Store Fanon Wiki
Category:Kids clothing stores
Category:Kids stores
Category:Mall clothing stores
Category:Clothing stores
Category:Defunct Mall Retailers
Category:Mall Retailers
Category:Defunct
Category:Baby stores
Category:Retailers by type
Category:Specialty stores
Category:Retailers
Category:American Eagle
Category:North America
Category:USA
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