Rue 21 2012 Annual Report Download - page 10

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Store Locations
The following store list shows the number of stores operated in each state as of February 2, 2013:
Alabama 29 Iowa 13 Nebraska 7 South Carolina 24
Arizona 21 Kansas 9 Nevada 9 South Dakota 3
Arkansas 12 Kentucky 20 New Hampshire 4 Tennessee 33
California 36 Louisiana 29 New Jersey 5 Texas 95
Colorado 13 Maine 1 New Mexico 10 Utah 20
Connecticut 6 Maryland 9 New York 19 Vermont 1
Delaware 2 Massachusetts 8 North Carolina 47 Virginia 20
Florida 36 Michigan 29 North Dakota 1 Washington 13
Georgia 52 Minnesota 9 Ohio 36 West Virginia 10
Idaho 5 Mississippi 21 Oklahoma 24 Wisconsin 14
Illinois 31 Missouri 20 Oregon 11 Wyoming 4
Indiana 20 Montana 6 Pennsylvania 30
See Note 1 to the Consolidated Financial Statements for certain geographic information, which is incorporated
by reference.
Distinctive Store Experience
Our stores are designed by our in-house team and periodically refreshed in partnership with architectural
consultants with the goal of creating an exciting and inviting atmosphere for girls and guys to shop and socialize.
Our stores feature colorful displays showcasing the latest styles and trends, themed dressing rooms and top-40
music. Girls and guys apparel is located in separate areas with trend walls displaying the newest fashions. We
believe that the fun and playful atmosphere in our stores contributes to the overall shopping experience.
Each of our stores is typically led by a manager, a full-time assistant manager, two part-time assistant managers
and eight to ten part-time sales associates, depending on store volume.
Store Growth
Our in-house real estate team works along with our brokerage network to negotiate the leases, lease renewals
and construction costs of every site. We lease all of our stores and determine store locations based on several
factors, including geographic location, demographic information and proximity to other value retailers including
Walmart, Target and Kohl’s, that we believe will drive traffic to a shopping center. Additionally, we analyze factors
such as performance of a particular shopping center, the quality and nature of existing shopping center tenants and
the configuration of the space and the lease terms being offered.
In fiscal year 2012, we opened 125 new stores. We plan to open a total of 125 stores in fiscal year 2013. We
believe the potential exists to grow our store base to over 1,700 stores from 877 stores as of February 2, 2013. Our
new store strategy is primarily focused on expanding our presence in small and middle market communities that are
starved for fashion. We also see an opportunity to increase our footprint within regional malls.
The table below highlights certain information regarding our new stores opened as of the fiscal year end for
each of the years indicated below:
2012 2011 2010
Stores at beginning of period ........................................... 755 638 535
Stores opened during period ............................................ 125 120 105
Stores closed during period ............................................. (3) (3) (2)
Stores at end of period ................................................ 877 755 638
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