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Ruum kids wear to replace 77kids at malls

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Wednesday, Nov. 7, 2012, 12:01 a.m.

The 77kids children's clothing label is apparently giving way to a new identity under its new ownership.

Signs in the front windows of the 77kids by American Eagle store Tuesday at The Mall At Robinson read, “Make room for Ruum American Kids Wear.”

American Eagle Outfitters Inc. sold its money-losing 77kids business, which debuted online four years ago, in August to Ezra Dabah, former CEO of The Children's Place. The deal included 22 stores, and in addition to Robinson, 77kids has a Ross Park Mall store.

At Robinson, a 77kids merchandise “blowout” is under way, signs say, with discounts at 20 to 40 percent. Dabah's purchase included a license to use the 77kids name through Jan. 15. Neither Dabah nor officials at either mall could be reached for comment.

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