Apparently I missed it in May 2012 (wow, a year ago!) when American Eagle announced their plans to eliminate their children’s clothing line, after only 4 years.
Their clothing for babies and children up to age 14 was sold initially only online, and later in 22 stores nationwide. I thought they had many fans, but apparently did not do as well as I thought. They sold the label at a loss in August 2012 to the former chairman and CEO of The Children’s Place. The new company acquired the inventory and all of the 77kids assets, including the related online business as well as a temporary license to use the 77kids name through Jan. 15, 2013. I guess that's why I didn't realize right away that there was a change in ownership.
According to this article http://www.bloomberg.com/news/.....-loss.html
the brand lost $24 million on sales of $40 million in the year ending January 28, 2012.
is now ----->>
The new business is called Ruum, and so far the modern styles look the same, but who knows what changes are in store for customers? They ran a big liquidation sale under the new name when they took over. Check them out at http://www.ruum.com/ruum/
- even typing http://77kids.com
will redirect you to the new site. The only remaining hint of their origin is the free shipping for orders over $77.....
It's a curious choice for a name, the only other reference to this name that I ever heard was a scary and indestructible robot named Ruum in a 1953 science fiction short story by Arthur Porges. The theme of the story was basically "Face your fears and never give up when times are tough..." Somehow I don't see any connection, it's just not a catchy name for me.
Facebook - https://www.facebook.com/RUUMAmericanKidsWear
Twitter - https://twitter.com/RUUMkidswear