dELiA*s the once popular teenage clothing store is attempting to make a comeback after filing for bankruptcy this past December.
While Delias has closed all its retail stores The Huffington Post reported that the company will shift to become an online and catalog store just in time for the back to school shopping season. Their official website displays a “coming soon” note but has already began posting on Instagram about the comeback using hashtags #DeliasForver and #BackToSchool. The post received 10,000+ likes.
According to Fast Company the brand fell on financial hard times in 2014 due to slow online and in-store traffic. Thier stock had dropped by three-quarters. The reasons listed for the company’s decline were: A limited web presence, hard competition with major stores like Forever21 and H&M, and failing to “stay current” in their merchandise.
“We maintain our belief that Delia’s can fulfill its potential as an authentic brand with a unique competitive position in the marketplace,” said Tracy Gardner, Chief Executive Officer in a statement posted on Bloomberg Business back in September.
All the 90’s gals should be happy that the beloved retailer where they got there Paul Frank and Junk Food T-shirts might live on. With the 90’s fashion revival lets hope so.
