American Eagle debuted in the UK with three stores at the end of last year. It is planning to open a further three or four American Eagle stores in the UK next year – this will be carried out with the help of its responsive UK ecommerce site, which collects data to assess local demand. Now the American retailer is assessing potential to grow their lingerie brand Aerie overseas.
In the US, American Eagle has 840 stores, whilst Aerie only 82. Global Brand President of Aerie Jen Foyle wants to target a gap in the market. “Overtly sexy doesn’t work in all cultures, so we’ve seen a great response in Canada and Israel for example, and now we’re looking at the UK”. She’s looking to address the younger girl in a modern way – their Aerie Real campaign is “mom approved”, as it targets a mix of body types, without airbrushing their models. Aerie has a small section in all American Eagle stores and a range of side-by-side locations, which could also be an opportunity for the UK.
It’s US rival, Victoria’s Secret, trades from 10 stores in the UK and is opening two more stores in the UK before the end of this year.