• January 18, 2008

American Eagle Outfitters, Inc.--best-known for its trendy duds targeting the 15-to-25 set--says it is introducing a new children's apparel brand, called 77kids by american eagle.

The store will sell clothes and accessories for kids 2 to 10, and while brick-and-mortar stores are in the works for 2009, it will launch online later this year, making it the company's first brand launched solely on the Internet.

The company says the selection will be both "kid-cool" and mom-friendly, focusing on "great fit, value and style." American Eagle, which started in 1977, (hence the name of the new chain) operates more than 850 American Eagle stores in the U.S., plus Aerie, intimate apparel for teens in 19 stand-alone stores, as well as 19 Martin + Osa stores aimed at men and women, 28 to 40.

--Sarah Mahoney