Dayton Mall store to change its name, grow online presence


Apparel and accessories retailer New York & Company announced its plans to rebrand by changing its corporate name and growing its online presence.

The new name, RTW Retailwinds, is a “corporate reinvention to a multibrand lifestyle platform,” according to a company statement. As a multibrand lifestyle platform, the company plans to be an incubator of lifestyle brands as well as grow its current women’s specialty brands and celebrity partnerships.

»RELATED: Judge approves sale of Elder-Beerman’s ecommerce sites: What’s really going on

The strategy reflects a major focus on ecommerce, and a diminishing importance of brick-and-mortar stores. About 70 percent of store leases could be terminated by the company in two years or less, with the possibility of opening short-term leases for new brands to build brand awareness, according to the release.

»RELATED: GameStop confirms possibility of sale

“We are at a defining moment in our corporate reinvention, with a proven track record for developing celebrity and sub-brand collections that resonate with our consumers,” said Greg Scott, CEO of New York & Company. “Our goal is to drive sales to well over $1 billion and double digit EBITDA margins.”

The company has been working on the foundation of this launch for several years, Scott said. New York & Company annually has 165 million visits, a 30 million follower social reach and ecommerce reaching 30 percent of all sales, according to the company.

“We have optimized our retail footprint, and have the talent and infrastructure to capitalize on our strengths,” he said.

Other strategies include expanding it’s Fashion to Figure plus-size brand, introduce lingerie and grow its loyalty program that already accounts for more than 43 percent of sales.

There is a New York & Company store at the Dayton Mall and five in the Cincinnati area.

FIVE FAST READS

Southwest adding two nonstop flights to warmer climates from Cincinnati

Kings Island owner hits record revenues

Walmart to test new delivery method

Temperature abuse caused Chipotle outbreak: 3 things to know about it

Tipp City luxury home built by German Baptist crew for sale



Reader Comments ...


Next Up in News

‘The Print Sale’ a great way to support local artists
‘The Print Sale’ a great way to support local artists

An upcoming sale is a chance to add a piece by a local artist to your collection.  The Dayton Printmakers Cooperative will host “The Print Sale” Saturday, Dec. 1, at its studio space at 901 N. Keowee St. in Dayton.  Hand pulled prints created by 20 printmakers have been created in intaglio, woodblock, monotype and lithography...
Free Friday concerts will keep your lunch hour humming
Free Friday concerts will keep your lunch hour humming

The Dayton Metro Library will begin a series of free Friday lunch concerts at the main branch of the Dayton Metro Library in downtown Dayton next week.  “For those who work downtown, a casual concert can be a great mid-day escape,” said Julie Buchanan, library programming manager. “Folks can bring their lunch and a friend, grab...
‘The end of a long dream’ — Senior living community celebrates opening
‘The end of a long dream’ — Senior living community celebrates opening

A $10 million dollar senior living development on the site of the former Community Hospital is complete after over a year of construction. The project created nearly 50 units and is Springfield’ first “pocket neighborhood.” Construction on Community Gardens started in Sept. 2017 near the intersection of Burnett Road and East High...
Tennessee boy reunited with rare dog that was stolen during walk
Tennessee boy reunited with rare dog that was stolen during walk

A Tennessee boy has been reunited with his dog two days after it was stolen while they were walking in a Shelby County neighborhood. Shelby County officials said the 12-year-old boy was walking the white American bulldog, Diamond, on Sunday when someone assaulted him and took off with the dog.  The boy's father, John Black, told WHBQ...
Overweight? You might be getting paid less, study says
Overweight? You might be getting paid less, study says

A new study from researchers at LinkedIn suggests workers who are overweight get paid less than their slimmer counterparts. The findings are part of a survey involving 4,000 workers in the United Kingdom.  Survey respondents who classified as obese reported earning an average £1,940 ($2,512) less per year than those with healthy...
More Stories