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Published
Aug 21, 2015
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American Eagle to launch e-commerce in the UK

Published
Aug 21, 2015

US youth fashion retailer American Eagle Outfitters has revealed that its first localised e-commerce website will launch in the UK in September, reported Drapers.

The retailer, which currently has a "One Night Stand" pop-up shop in London. also plans to open stores in the country.

“We are really pleased with the launch and how our product has resonated with UK customers,” chief commercial officer Simon Nankervis told Drapers.

“The pop-up is all about getting our name out there as when we launched we knew our awareness on the UK high street wasn’t that high, so this is all about educating the trendsetter and we have had an amazing response.”

AE's e-commerce sales accounts for around 16% of its sales in the US, but according to Nankervis, expectations are higher for the UK. When it comes to retail stores, it has 10 UK locations under review.

“We want to let our digital experience guide our retail expansion to show where the demand lies as well as where we think would be good locations based on customer profile and demographics,” he said. “We would look to open three or four stores next year, depending on availability of the right stores.”

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