rue21 is an American specialty retailer of young men and women’s casual apparel and accessories headquartered in the Pittsburgh suburb of Warrendale, Pennsylvania. Its clothes are designed to appeal to 11- to 17-year-olds who aspire to be 21 and adults who want to look and feel 21. In 2013, Apax Partners, a global private equity firm, acquired the company by funds advised for $42.00 per share in cash. rue21 filed for Chapter 11 bankruptcy protection on May 16, 2017, and emerged on September 22, 2017, after the company’s reorganization plan was confirmed by the U.S. Bankruptcy Court for the Western District of Pennsylvania.
The company sells its apparel and accessories under the brand names of rue21, rue21 etc!, tarea by rue21, Carbon and CJ Black, and Carbon Elements; and fragrances under the rue by rue21, revert eco rue21, CJ Black, sparkle rue21, Pink Ice by rue21, MetroBlack rue21, tarea by rue21, twentyone black, runway21 by rue21, Carbon Elements, Intense by rue21, and rue21 etc! brand names.
rue21 offers its own brands, such as rue21 etc!, CARBON elements, true by rue21, ruebeauty, ruebleu SWIM, rueDecor, in addition to other brands in its stores to create merchandise excitement and differentiation in its stores. Its website displays selected inventory that is available in their brick & mortar stores. As of November 2013, U.S.-based customers have been able to purchase merchandise off of the redesigned website. In select stores rue21 also offers rueGuy, an expanded men’s department with a more male-inspired layout, design, and fashion selection.