Feeling rather burned out on the whole Gap/Banana situation, I was pleased when Abercrombie & Fitch brought its "grown-up" concept, Ruehl No. 925, to Mall of America. But that enthusiasm quickly turned to disappointment when I saw (as much as someone of my advanced age can see in one of Abercrombie's dimly lit stores) the usual selection of expensive jeans and overpriced tees. Seemed their idea of what people want when they outgrow Abercrombie was more of the same, just priced higher. As often as I'm at MOA, I must admit, I returned to Ruehl only once or twice more – it just never made my regular route…or that of most shoppers', apparently. Ruehl will close this week at MOA, and around the country. And more dark days are ahead for the chain that once thought it was above sales and discounts. Abercombie & Fitch at Rosedale Center is said to be closing this month as well.
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The reasons above are exactly why we have taken Sundog Trading Company at Mall of America in the direction we have. while we are squarely focused on casual apparel, footwear and accessories, we are very much aware of the lack of such options for us ‘grown ups.’ And while our outdoor/surf vibe is still present, as is our commitment to sustainable brands and fabrics, we are seeing a lot of familiar faces with our customers who are finding us a reliable source at MOA for fresh casual styles ideal for weekends and vacation, and even the casual office environment. We’re right across from Martin & Osa, another brand doing a nice job at addressing us anti-department store types with grown up style at reasonable prices. Oh, and we’re online too: http://www.sundogtrading.com/
I’ve been pretty disguested by Abercrombie and it’s counterpart stores within the last decade or so. Of all the retailers that have suffered with the economy, I’m not too sad to hear this about Abercrombie.