Dive Summary:

• Specialty retail apparel brand Rue21 has announced plans to open 20 new, brick-and-mortar retail shops aimed as catering to male consumers.
• The retailer has begun opening its very first RueGuy stores, and plans a total of seven new stores to be up and running by the end of August.
• "We are extremely excited to announce the opening of our first RueGuy stores … We look forward to growing our already successful guys business with this new store format that will allow us to deliver an expanded assortment of merchandise and accessories to our male customers.”

From the article:

While we originally went into the design process focused on building the guys business, we are confident that the new store layout, colors and fixtures will improve the shopping experience for all of our customers who are seeking the latest trends at competitive starting price points. We see this as just the beginning of building a new store format for the future."