Struggling retailer rue21 appoints new president

Teen clothing retailer rue21 has appointed Laurie Van Brunt as president and CEO, effective June 25.

The Cranberry-based apparel company also named Michele Pascoe as senior vice president and chief financial officer, and Stephen Sommers as senior vice president and chief marketing officer.

The chain, a staple at many malls across the country, has been trying to rebuild its business. Last September, rue21 emerged from bankruptcy after four months. On May 30, the retailer said that Bank of America Merrill Lynch increased its line of credit to $145 million.

Ms. Van Brunt succeeds Michael C. Appel, who was named Interim CEO in October. He will continue to serve as board chairman.

Ms. Van Brunt joins rue21 from Chico’s FAS Inc, where she was president of Soma Intimates from 2010 to 2017. At Soma, she led the company’s transformation by repositioning the brand as an omni-channel intimates brand and “elevating the fashion aesthetic,” growing sales from $87 million to $350 million, rue21 said in a statement.

Ms. Van Brunt also has held positions at J.C. Penney, Chadwick’s of Boston, the Lane Bryant division of The Limited Inc., and Casual Corner-Petite Sophisticate.

In a statement, Mr. Appel said Ms. Van Brunt “is a proven results-oriented leader within all aspects of the business who has successfully led, built and turned around specialty store apparel brands.

“With our increased financing in place, Laurie’s leadership, our new senior team, and the utilization of innovative data analytics to drive our business, we are confident that rue21 will be an even stronger brand that delivers outstanding growth and profit,” he said.

Rue21 operates 752 stores in 45 states.