Wet Seal to return to retail with new apparel collection

Wet Seal is relaunching with the help of its owner, investment firm Gordon Brothers, which bought the company last year. The now online-only brand is relaunching with a new collaboration with YouTube stars Niki and Gabi.

Niki and Gabi for Wet Seal launches in June - Instagram @wetseal

The Niki and Gabi for Wet Seal collaboration will include everything from accessories to dresses. Design inspiration draws from 23-year-old twins Niki and Gabi DeMartino who have over 6 and a half million fans on YouTube. The twins recently launched a hair extension line with Bellami.

“These twin YouTube stars are famous for their signature ‘opposite twin’ looks and viral fashion, lifestyle, and beauty videos, but they’ve never had their own collection until now," announces Wet Seal on its website.

In a release, Ramez Toubassy, president of Gordon Brothers Brands and Wet Seal, explained the strategy behind the collaboration, which is the first apparel line for Wet Seal in a year. "Our customer likes the entertainment value of newness. We are in the early stages of bringing that experience", he stated, going on to elaborate that the brand would relaunch first online and then potentially through brick-and-mortar again.

Toubassy said the business model Wet Seal is following is attempting to "replicate the ultra-fast fashion experience online," with the company intending to launch 100 new styles online each week.

Wet Seal once operated 500 stores in the US before closing all of its locations in 2017 after falling victim to the retail apocalypse. Gordon bought Wet Seal's intellectual property for $3 million at the time.

Niki and Gabi for Wet Seal launches June 4. It is priced from $15 to $35.

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