After much anticipation, specialty fashion retailer Gadzooks, Inc. (Nasdaq: GADZ) announced it has unveiled its all-girl store concept. The new Gadzooks stores will carry a complete assortment of brands and styles allowing girls to express a variety of moods and needs. In addition to expanding the apparel offerings, Gadzooks will now carry an assortment of merchandise including shoes, accessories, cosmetics, fragrances and swimwear. Candie's, Dollhouse, Hot Kiss and Lucky Brand are a few of the popular brands that girls will find at Gadzooks' stores nationwide. Gadzooks will also be the exclusive distributor of Dollhouse swimwear and watches, Too Faced fragrance and body care as well as the private label brands Misdemeanor and Taunt. "We are excited to present the new stores to our customers and to introduce such a wide variety of brands and styles with everything from cosmetics to active wear and fragrance to shoes," said Jerry Szczepanski, Gadzooks' Chairman and Chief Executive Officer. "Gadzooks will be a destination shop to equip a girl with everything she needs to complete her look from head to toe." FRCH Design Worldwide led the store redesign. Each of Gadzooks' 424 stores was given a makeover to reflect the new store concept. Gadzooks also engaged The Richards Group, the nation's largest independent branding agency, to communicate its transition. Following a bold "Anti-Equality" teaser campaign and a proactive in-store poster campaign featuring upcoming products, the complete brand campaign will launch in the August issue of Teen Vogue and the September issues of Seventeen, Teen People, Lucky, ELLEgirl and YM. "Our goal is to help girls express their individuality by being a place that celebrates being female to reflect the playful and adventurous nature of the brand and our customers," said Paula Masters, Gadzooks' President and Chief Merchandising Officer. "The merchandise will speak to the complexity and uniqueness of being a girl." The company will also relaunch its website today to coincide with the unveiling of its all-girl concept. The new site will feature expanded fashion pages, information regarding upcoming events, a lounge section that contains celebrity features, horoscopes, wall papers, music videos, movie previews and a "Style Guru" section where celebrities in the fashion industry speak about the hottest fashion and beauty products. Gift cards will be sold on-line that can be redeemed in any of the 424 Gadzooks' locations nationwide. Dallas-based Gadzooks is a national mall-based retailer of casual clothing, accessories, shoes, fragrances and cosmetics for confident and energetic 16-22 year-old girls. Gadzooks currently operates 424 Gadzooks stores and four Orchid stores, for a total of 428 stores in 41 states. Gadzooks owns and operates www.gadzooks.com , an interactive site for girls.
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