'90s Teen Fashion Bastion Delia's Is Coming Back OMG, like, no way. Yes way. #DeliasForever

By Kim Lachance Shandrow

entrepreneur daily

Opinions expressed by Entrepreneur contributors are their own.

dELiA*s | Facebook

Do CaLL iT a ComebaCK. Delia*s is rising from the ashes.

No, seriously. Bust out your badass bottlecap necklaces and double-buckle platform chunkies, gurrls, because your favorite '90s bubblegum fashion brand is back. Well, almost. Word on the tweet is Delia*s is relaunching this fall.

Put it in your cal, Gen Xers. The answer to your wallet-chained 1990s nostalgia dreams is slated to come true this August, just in time for back-to-school shopping. Could the timing be any more perfect? We bet more than a few retro-obsessed tween and teen millennials (aka your kids) think so, too.

Related: From TLC to The X-Files: How the '90s Are Back

Delia*s coming relaunch -- teased by the retailer on its official Instagram and Twitter feeds to thousands of likes and retweets -- will hopefully close the door on a dark chapter in the New York City-based company's history. Last December, after failing to clinch a desperately needed sale or merger, the sputtering brand filed for Chapter 11. Its 92 brick and mortar stores in 29 states would have to go. In its bankruptcy filing, Delia*s listed a debt of $32.2 million and $74 million in assets.

But let's get back to the shiny, happy stuff. A photo caption on Delia*s Instagram foreshadowing its apparent online-only return read, "News flash! @Delias will be coming back-to-school with you! Best part? Online only = ALWAYS OPEN! #DeliasForever #BackToSchool" Another Instagram post, however, hinted that its once crazy-popular print catalog will be resurrected as well. How either potential offering will look remains to be seen. Delia*s did not immediately respond to a request for more information.

Related: Blast From the Past: Nostalgia Becomes a Marketing Strategy

Founded in 1993, back in its heyday, Delia*s was once one of the reigning top marketers to teen girls in the U.S. (and the young, often collegiate women who wanted to dress like them). The company, best known for its super cute and perky catalog, and later for its accompanying online and physical stores, billed itself as a "girls only" outfit targeted the 12 to 18 set.

Will that set, all grown up now, tune in for Delia*s "nostalgia bomb" comeback? We can't speak for others, but we will. Maybe it'll help us lick our sad, sad wounds from the loss of another iconic 90s brand, Lip Smackers, the sticky-sweet taste of teen crushes. Sigh. No pressure.

Related: Donnie Wahlberg's Unlikely Ascent From Boy Band Heartthrob to Entrepreneurial Powerhouse

Kim Lachance Shandrow

Former West Coast Editor

Kim Lachance Shandrow is the former West Coast editor at Entrepreneur.com. Previously, she was a commerce columnist at Los Angeles CityBeat, a news producer at MSNBC and KNBC in Los Angeles and a frequent contributor to the Los Angeles Times. She has also written for Government Technology magazine, LA Yoga magazine, the Lowell Sun newspaper, HealthCentral.com, PsychCentral.com and the former U.S. Surgeon General, Dr. C. Everett Coop. Follow her on Twitter at @Lashandrow. You can also follow her on Facebook here

Want to be an Entrepreneur Leadership Network contributor? Apply now to join.

Editor's Pick

Business Solutions

Upgrade Your AI Skillset with This $30 E-Degree

This deal features a collection of courses on ChatGPT, Gemini AI, and other leading machine-learning areas for growing professionals.

Science & Technology

Why You Should Incorporate AI into Your Business — and How to Do It the Right Way

The proliferation of generative AI tools has made the technology ever more accessible and relevant. Here's how you can apply it to your business as well.

Management

5 Delegation Strategies To Help You Flourish With Less Stress

By excelling at these five delegation strategies, you can achieve higher production with less stress.

Leadership

How To Embed Your Client Needs into Your Business DNA

Integrating client feedback into the very fabric of your business operations will keep your clients returning for more.