rue21 focuses on customer-centric mission with executive promotions

WARRENDALE, Pa., Jan. 03, 2017 -- rue21, inc., a leading teen-specialty apparel retailer, today announced two promotions that will propel the company forward in its mission of being a customer-centric brand.

Dirk Armstrong has been appointed to the newly-created position of Chief Operating Officer. Mr. Armstrong brings his extensive experience from his former roles of Senior Vice President, Director of Stores at Ann Taylor and Regional Director at Gap Inc. Mr. Armstrong has been with rue21 for nearly five years and was formerly Senior Vice President and Director of Stores. In his new role, he will focus on two key priorities. First, driving the strategic vision of rue21’s brick-and-mortar locations and managing the 21,000 field employees across its 1,217 stores. He will also be leading the strategy that will transform the company’s Girls’ in-store experience to meet the Girls’ merchandise transformation being led by Nina Barjesteh, Chief Merchandising Officer.

Brett Trent is also in a newly-created position of Chief Marketing Officer at rue21. Mr. Trent has spent the past two years in the roles of Chief Digital Officer and prior to that, Senior Vice President of Digital Retail. He brings more than 20 years of experience leveraging digital in conjunction with traditional retail marketing as the Vice President of ecommerce at Ascena Retail Group, Charming Shoppes, and Goody’s. In his new role at rue21, Mr. Trent will unite the customer-facing capabilities and technology resources born within rue21’s digital platform into the customer-centric, brand vision of the marketing department. Together with Liz Hodges, Chief Customer Officer, Trent will expand the use of data and technology to more closely interact with rue21’s customers at every brand touchpoint, including online, social media, and all 1,217 brick-and-mortar locations.

“We’re excited to have both Dirk and Brett moving forward in these new roles for the company,” said Keith McDonough, Interim CEO at rue21. “We have clear goals in 2017 to transform the customer experience and Girls’ merchandise offering, while being completely customer-centric, and we could not have two better leaders on our team supporting this transformation.”

About rue21
rue21, a leading teen-specialty retailer, believes that fashion plays an important role in the journey to self-discovery. Choose a style, make it your own. You’re an individual, and you need fresh, feel-good pieces that let you totally own it. That’s why the retailer works to make the latest trends affordable and available to anyone. Its mission is to make fashion everyone’s playground. Headquartered just north of Pittsburgh, PA, rue21 currently operates 1,217 stores in 48 states in shopping malls, outlets and strip centers, and on its website. For more information, visit www.rue21.com. The freedom to be you is rue!

Contact: 
Deanna Tomaselli
Media Relations Manager
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724-776-9780