Lou & Grey set for physical, online expansion

Lou & Grey, the casual sister brand to Loft and Ann Taylor (NYSE:ANN), will expand with a rollout of freestanding stores and an e-commerce site.

The line was first launched in January of last year within Loft stores. Lou & Grey announced plans to open freestanding stores starting last fall. Loft and Ann Taylor, owned by parent company Ann Inc., were recently sold in a deal to the Ascena Retail Group for $2.2 billion. Ascena currently owns chains such as Dressbarn, Justice, Maurices and Lane Bryant.

Thus far, Lou & Grey has seven stores and plans to open storefronts in Dallas and El Segundo, California, in addition to the eventual launch of an e-commerce site by the end of the summer, reported Women's Wear Daily.

The brand hopes to fashion itself into a community hub, and so, in Chicago for example, the store features lines made by local artists and craftspeople.

The fashion style is comfortable and casual, ranging from featherweight T-shirts to denim overalls and slouchy jogger pants.

"We want to make things we want to live in," Ardith Singh, design director at Lou & Grey, told WWD. "It's about making sure things are really soft and cozy and you want to put it on every day and every morning. We always start with the easy pieces, the must-haves—your perfect T-shirt, your perfect legging and your perfect pair of jeans. That's who Lou & Grey is."

For more:
-See this Women's Wear Daily article (subscription)

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