company . for the genus of butterflies see delias . delia s inc. type private industry e commerce founded 1993 1993 in new york city ny headquarters new york city key people steve russo owner brian lattman president patricia johnson chief merchandising officer products young women and girl s apparel & accessories subsidiaries alloy website www.deliasclothing.com delia s inc. stylized as delia s is a direct marketing and retail company composed of two lifestyle brands primarily targeting pre teen girls deliasgirls 7 13 and teenage girls between the ages of 13 to 19 . 1 it was in its prime the leading marketer to 10 to 24 year old females in the united states . delia s was popular among college women as many of its products were affordable and suitable for college age students . 2 after declaring bankruptcy in december 2014 the store re opened as an online merchant in august 2015 . contents 1 products 2 history 3 branding 4 references 5 external links products edit delia s sells apparel including pants shorts skirts tees jackets blazers and bikini tops and bottoms accessories footwear including shoes and boots cosmetics and room furnishings to teenage consumers through direct mail catalogs websites and for delia s mall based specialty retail stores . history edit the company was launched in 1993 by two yale university graduates . 3 the company was acquired by alloy inc. in 2003 for 50 million . 4 5 the combined company had annual catalog internet and retail sales of 300 million . it also had a database of over 20 million names constituting 30 % 40 % of u.s. consumers who were 12 18 years old . 5 alloy then spun off the company in 2005 . 6 in january 2013 hrsh acquisitions llc bought alloy inc now being marketed as alloy apparel for 3.7 million in cash . hrsh also assumed 3.1 million in liabilities . on december 5 2014 it announced that it had filed for chapter 11 bankruptcy protection in the united states bankruptcy court for the southern district of new york and would be liquidating all 95 stores . 7 shortly after its shares fell more than 80 % to 0.02 . 8 in august 2015 the store re opened as an online only store 9 10 under the ownership of steve russo of fab starpoint . branding edit one company focus was its gen y understanding as reflected in its use of the internet for furthering brand identity . 11 it direct marketed teenage girls and in 1998 launched the non commercialized girls website gurl.com which focuses on issues such and sports and dating and which it linked to its own homepage . 4 11 in 2001 it sold gurl.com to the parent company of seventeen magazine . 4 references edit cannon susan ; scarano christina sofia 2005 . where to wear 2006 fashion shopping from a z 2006 ed . . new york fairchild & gallagher . isbn 9780976687795 . evans joel r. ; berman barry 2001 . retail management a strategic approach 8th ed . . upper saddle river nj prentice hall . pp. 151 209 210 . isbn 9780130263346 . retrieved 17 january 2015 . delia s puts itself up for sale nytimes.com a b c new girl order youth gender and generation in contemporary teen girls media caryn e. murphy a b alloy buys rival delia s delia s inc. announces effectiveness of registration statement relating to its previously announced rights offering . delia s chapter 11 voluntary petition pdf . pacermonitor . pacermonitor . retrieved 16 may 2016 . delia s joins circuit city borders among retailers in history s dustbin . here s your first look at the all new delia s. . delia s . a b emotional branding the new paradigm for connecting brands to people marc gobe external links edit delia s official site alloy official site retrieved from https en.wikipedia.org w index.php title delia % 27s & oldid 741419119 categories retail companies established in 1993companies disestablished in 2015clothing retailers of the united statesdepartment stores of the united statesamerican brandsclothing brands of the united statesshops in new york citycompanies based in new york citycompanies that filed for chapter 11 bankruptcy in 20142015 disestablishments in new york navigation menu personal tools not logged intalkcontributionscreate accountlog in namespaces article talk variants views read edit view history more search navigation main pagecontentsfeatured contentcurrent eventsrandom articledonate to wikipediawikipedia store interaction helpabout wikipediacommunity portalrecent changescontact page tools what links hererelated changesupload filespecial pagespermanent linkpage informationwikidata itemcite this page print export create a bookdownload as pdfprintable version languages add links this page was last modified on 27 september 2016 at 11 15 . text is available under the creative commons attribution sharealike license ; 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