Wet Seal to Launch New Clothing Line

Wet Seal Inc., the young women’s apparel retailer, plans to launch its fourth clothing chain this year. Arden B., as the chain will be known, is aimed at a slightly older and more affluent customer than the 13- to 18-year-old market targeted by the Irvine-based firm’s 390 Wet Seal and Contempo Casuals stores. Initially, Wet Seal will open at least five Arden B. stores but could open as many as 50 this year if the right real estate deal comes along, President Edward Thomas said. “We are definitely pursuing this as a spinoff strategy,” Thomas said. The new concept is the result of Wet Seal’s failed bid to buy Los Angeles-based Rampage Clothing Co. out of bankruptcy in 1996. Wet Seal had loaded up on merchandise to stock the Rampage chain, but when the deal fell through, it developed the merchandise into a line called Arden B. The line was put in 28 Wet Seal and Contempo Casuals stores and appeared in a recently debuted catalog. Wet Seal also operates a five-store chain called Limbo Lounge.