Fab NY Exec to Lead dELIA*s Comeback

Teen omni-channel retailer dELiA*s, which filed for bankruptcy in December, will re-launch exclusively online this August under new ownership led by Steve Russo, founder and chief executive officer of accessories licensee FAB NY.

Russo partnered with Brian Lattman and other industry investors to purchase Alloy Apparel and Accessories from dELiA*s back in June 2013. Now the two executives have teamed up again under the newly formed entity Butterfly Retail Acquisition to purchase the dELiA*s brand.

The company's debut back-to-school collection will be available at Delias.com this August.

New plans for the retailer include an online only platform and a focus on connecting with customers via social media platforms. In fact, news of dELIA*s' return garnered much attention on social media with more than 50,000 likes on Instagram and the hashtag #DeliasForever was launched.

The dELiA*s catalog will also be re-launched, and the company will work reposition itself in a way that better engages teenagers.

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