Clothier rue21 expands Weirton distribution center - WOWK 13 Charleston, Huntington WV News, Weather, Sports

Clothier rue21 expands Weirton distribution center

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Pennsylvania-based rue21 has nearly doubled the size of its Weirton distribution center, putting the company in position to double the number of its retail locations as well.

With the expansion, rue21's distribution center has about 380,000 square feet under roof — giving the company, which caters to a young, hip clientele with trendy fashions and fragrances at budget-friendly prices, capacity to serve just over 1,600 retail stores.

The Cranberry, Pa.-based company currently has 815 stores in 46 states.

"Weirton is a great opportunity for us," rue21 President and CEO Robert Fisch said, pointing out that when he joined the company in 2001 there were those who'd thought they should sublet warehouse space or even relocate it altogether. "But I had (a vision) of what this company would be and what I knew could happen. So we went from looking to sublet three years ago to saying we have to double the size of the distribution center."

"You have to spend money to make money," he adds.

The 189,600-square foot addition included state-of-the-art equipment, more receiving docks and improved truck circulation areas, in addition to the added storage space. An additional 5,000 square feet was dedicated to employees, with new locker rooms, a fitness center, a break room and an outside exercise area.

"The real secret to our business is we go after underserved markets," Fisch said, noting their goal is to provide "incredible fashion (at) great value." If you can marry those two consistently "the teen shopper is going to buy," he said.

"We have a consistent business model, so having 1,500-plus stores in the U.S. we believe can be a reality," he added.

"We opened 500 stores in a time when the economy has been tough. But in our business model, I see big growth for our company. Whether it's good economic times or bad, we offer great value with incredible fashions. We're very predictable in our growth, very consistent in what we're doing."

The distribution center now employs 141 people, nearly twice it's pre-expansion headcount, a point not lost on community leaders.

Patrick Ford, executive director of the Business Development Corp. of the Northern Panhandle, said the expansion shows other companies what can be done from Weirton.

"They've made an enormous investment," he said. "(And) not only does it increase the value of the business park, it also increases the opportunity for other businesses located here to benefit."