Oh No! Fav ’90s Chain Delia*s Nearing Its End
Just last year it looked like the struggling chain might make a comeback. But it wasn’t to be so. Delia’s, which spells its name dELiA*s, as inspired by the AOL Instant Messaging habits of a 14-year-old in 1998, is trading for pennies on the stock market. It closed at a low 11 cents a share last week — and was”set to be delisted from the Nasdaq Global Market on or around Monday, Nov. 3, its deadline for meeting compliance standards,” reports Buzz Feed.
Now the company is searching for an acquirer fast or it won’t be able to meet its cash requirements for the next 12 months. For the last four quarters, sales have plunged by at least 20 percent over the previous year.
It was a different story in 2013 when the new CEO Tracy Gardner, a former J. Crew executive, was optimistic about the company’s future. Gardner then informed investors she would “create a unified brand image” and “rejuvenate” the sagging business.
In the ’90s teens love the brand, especially its catalog, in which tHe sEnTeNcEs wErE wRiTtEn LiKe tHiS, with gaps for mad libs, reports Buzz Feed. The line was truly an instant hit. In just three years after two male Yale alumni founded the company in 1993 as a catalog business, it went public. Now 20-plus years later it is soon to be a thing of the past. Tears for nostaligia.
Did you buy outfits from Delia’s?