Delia's

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This article is about a clothing company. For the genus of butterflies, see Delias.
Delia's, Inc.
Private
Industry E-commerce
Founded 1993 (1993) in New York City, NY
Headquarters New York City
Key people
Steve Russo (Owner), Brian Lattman (President), Patricia Johnson (Chief Merchandising Officer)
Products Young women and girl's apparel & accessories
Subsidiaries Alloy
Website www.deliasclothing.com

Delia's, Inc. (stylized as dELiA*s) is a direct marketing and retail company composed of two lifestyle brands primarily targeting girls and young women around the ages of 13 to 19.[1]

It was, in its prime, the leading marketer to 10 to 24-year-old females in the United States. Delias was popular among college women, as many of its products were affordable and suitable for college-age students.[2] After declaring bankruptcy in December 2014, the store re-opened as an online merchant in August 2015.

Products[edit]

dELiA*s sells apparel (including pants, shorts, skirts, tees, jackets, blazers, and bikini tops and bottoms), accessories, footwear (including shoes and boots), cosmetics, and room furnishings to teenage consumers through direct mail catalogs, websites, and, for dELiA*s, mall-based specialty retail stores.

History[edit]

The company was launched in 1993 by two Yale University graduates.[3] The company was acquired by Alloy Inc. in 2003, for $50 million.[4][5] The combined company had annual catalog, internet, and retail sales of $300 million. It also had a database of over 20 million names, constituting 30%–40% of U.S. consumers who were 12–18 years old.[5] Alloy then spun off the company in 2005.[6] In January 2013 HRSH Acquisitions LLC bought Alloy Inc, now being marketed as Alloy Apparel, for $3.7 million in cash. HRSH also assumed $3.1 million in liabilities. On December 5, 2014, it announced that it had filed for Chapter 11 bankruptcy protection in the United States Bankruptcy Court for the Southern District of New York, and would be liquidating all 95 stores.[7] Shortly after, its shares fell more than 80% to $0.02.[8] In August 2015, the store re-opened as an online-only store[9][10] under the ownership of Steve Russo of Fab/Starpoint.

Branding[edit]

One company focus was its Gen Y understanding, as reflected in its use of the internet for furthering brand identity.[11] It direct-marketed teenage girls, and in 1998 launched the non-commercialized girls website gURL.com, which focuses on issues such and sports and dating, and which it linked to its own homepage.[4][11] In 2001 it sold gURL.com to the parent company of Seventeen Magazine.[4]

References[edit]

External links[edit]