American Apparel Is Getting Revived Online
You can soon get your leotards again.
Whether you like it or not, American Apparel is coming back soon.
The L.A.-based apparel business, which was acquired by Canadian brand Gildan Activewear for $88 million earlier this year, is re-launching its e-comm site, according to Bloomberg. The acquisition didn't include American Apparel retails stores, leading the brand's L.A. headquarters and all 110 U.S. stores to close.
The revamped website, which currently reads "Our online flagship store will be back for summer 2017," will offer "a wide range of products, including jeans, to conform with some of American Apparel's historic offerings," reports Bloomberg. Let's hope that includes leotards, bodysuits and fleece hoodies, too.
The brand, which was previously known for being made in Los Angeles, is likely going to have to drop its slogan under Gildan, which has a global production chain. Bloomberg notes that the new American Apparel plans to offer both U.S.- and foreign-made products with domestically produced goods available at a higher cost.
At the time of the acquisition, Gildan president and CEO Glenn Chamandy said, "We see strong potential to grow American Apparel sales by leveraging our extensive printwear distribution networks in North America and internationally to drive further market share penetration in the fashion basics segment of these markets."
As far as competition goes, Chamandy didn't sound worried about ousted American Apparel founder Dov Charney's new venture, which is called Los Angeles Apparel. "Good luck to him. But at the end of the day we’re well positioned. We have a significant investment and capital able to support our brand," he said. Looks like we'll just have to wait and see how this plays out.