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Claires readies new tween chain

Chicago, Illinois-based Claires Stores is joining the fray of retailers trying to unburden tween girls of their seemingly infinite disposable incomes, with the launch of its new chain called The Velvet Pixies. Like Limited Too and Wet Seal-two chains that target...
October 1, 1999

Chicago, Illinois-based Claires Stores is joining the fray of retailers trying to unburden tween girls of their seemingly infinite disposable incomes, with the launch of its new chain called The Velvet Pixies. Like Limited Too and Wet Seal-two chains that target the same demo-VP will cater to the tastes of girls in the eight to 12 age range, and will carry mostly apparel products, including loungewear, seasonal dresses and lifestyle clothing for brands such as Paris Blues, US Boys and Miken. Velvet Pixies will also be creating some as-yet-to-be-determined private label merchandise. In addition to clothing, the stores will feature a bed and bath area, a candy section and a piercing department. ‘We wanted to create a place where girls in this age group could shop just like the trendy stores their older sisters shop in,’ says Tara O’Brien, retail coordinator at VP. The first two stores, located in shopping malls in the New York City area, are currently under construction and are slated to open in late October or early November. The company will open three other stores in the same region beginning in early 2000 and, if things go according to plan, will expand the number of locations across the U.S., says O’Brien. Velvet Pixies is currently creating a content-only Web site, which should be up and running in late October.

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