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PITTSBURGH-American Eagle Outfitters’ CFO Joan Hilson said earlier this week that management would “shortly” reveal the nature of Concept 4, the company’s newest chain. She was right, and a statement today confirms that it is called 77kids and will target kids ages two to 10.

The retailer is not launching the chain’s new stores until next year. It’s website is set to launch later this year and will be the first concept that American Eagle has introduced online before having stores.

77kids will focus on “cool-kid” style as well as functionality, versatility and affordability, according to a company statement announcing the brand. The inspiration for the name is the year 1977, when American Eagle was founded.

American Eagle is also expanding its other chains. The 39-store Aerie lingerie chain is scheduled to open 70 new units this year. It’s 850-store namesake concept will add 40 to 50 new locations.

The company’s most recent launch was Martin + Osa, a concept that targets men and women between 28 and 40 years old, launched in 2006 and currently operates 19 units.

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