Teen retailer Delia’s filed for Chapter 11 bankruptcy protection in December, and said at the time that it would liquidate and shut down stores by March.
Now it looks like the retailer will be revived as a pure-play web retailer, announcing on Instagram and Twitter with the hashtags #DeliasForever and #Delia’s_Forever. The website has a placeholder saying that Delia’s Fall 2015 is “coming soon,” and Racked reports it will be live in August.
The company got its start as a catalog-only retailer in the nineties, which many still see as its heyday, so this move is a something of a return to its beginning. The web-only site may also include a mailed out magazine of some sort, reports Refinery29.
This news will please many Delia’s fans, and the move, if it happens, does bring the retailer full circle. But it will be opening up as a web-only retailer just as other retailers are refining ways to leverage their physical stores to be competitive. If the retailer can re-insert itself into teen girls’ focus, stay active on social media, and do well on mobile, say through Wanelo, this could work.