Rue21, shopping, malls

Rue21 names Brian Rogers, senior vice president and chief human resources officer; Robert Brous, vice president for e-commerce and digital, and Michael Cingolani, vice president of guy’s merchandising.

As a teen fast-fashion retailer poised for rebuilding, the focus on talent at the management level is crucial, alongside other “key initiatives in rebuilding Rue21.” From a merchandising and product development perspective, the company strives to “react to the fast-changing junior marketplace,” with a focus on creating on-trend fashion at amazing value. Leveraging the positive momentum of the girls’ business, Rue21 is looking at extending the same traction in “men’s…and plus in 2019.”

Key to this growth is the hiring of Cingolani, previously at Tillys, who will be responsible for developing and implementing merchandise strategy for all merchandise categories within Rue21’s guy’s category. He has also held various positions in merchandising at PacSun, Kohl’s and American Eagle Outfitters.

Rogers will be responsible for directing all of the personnel functions of Rue21. With more than 30 years of human resources leadership experience, Rogers comes to Rue21 from Ascena Retail Group Inc. where he was for nearly seven years. Prior to Ascena, Rogers was with L Brands where he served as vice president, international human resources for four years. He also counts the companies Nike and Deutsche Post AG in his career background.

In making today’s announcement, Michael C. Appel, Rue21’s chief executive officer said in a statement, how Rue21 is aiming to “upgrade and strengthen our management team throughout the entire organization both at headquarters and in the field,” as part of a larger strategy for rebuilding. Reporting to Appel will be Brous, who is “responsible for leading a team focused on managing all digital and e-commerce growth initiatives.” This includes online marketing, planning, operations, implementation and management of Rue21’s e-commerce business channel. Prior, Brous was at Spencer Gifts’ Spirit Halloween, in the role of senior director e-commerce for four years.

With the three new additions, Appel said Rue21 will “continue our strategy to build a world-class management group as we build the Rue21 franchise.”