December 14, 2005, 12:00 AM

Alloy nears the end of spinning off dELiA*s

Apparel and accessories retailer Alloy Inc. is close to spinning off dELiA*s. The new company will begin trading on NASDAQ as dELiA*s Inc. next week.

Apparel and accessories retailer Alloy Inc. is close to spinning off its merchandising operations to shareholders. The new separate company includes dELiA*s, Alloy and CCS brands and will sell apparel, accessories, footwear, room furnishings and action sports equipment directly to the youth market through catalogs, web sites and retail stores.

Alloy, No. 95 in the Internet Retailer Top 400 Guide to Retail Web Sites, expects to complete the spin off on Dec. 19 and to begin trading on NASDAQ on Dec. 20. The new company will be called dELiA*s Inc.

The Internet and e-commerce will remain a key part of the new company’s marketing and merchandising strategy. As a multi-channel marketer, dELiA*s has more than 31 million prospect names in its customer database and about 4 million Generation Y customers who receive Alloy’s regular e-mail newsletters, promotions, and other content, the company says. Generation Y generally refers to the approximately 60 million boys and girls in the United States between 10 and 24.


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