April 6, 2018
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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