American Eagle debuts UK ecommerce site as it assesses demand for stores

Endaba Group

The US retailer currently has three stores in the UK and has launched a responsive site for the UK. This online debut is the first time the fashion retailer has launched a responsive site for any of its international markets. The site will be used to “test and understand the demographics in the UK”, Global Brand President Chad Kessler said, as they are viewing where to place more stores. They have a target of 20 to 30 stores for the UK. Their current stores are located in shopping centres, but they are exploring high street and city centres locations also. They are expecting an annual turnover of over $15m (£9.78m) for the UK when they reach their end of year in November.