Watching the Charming Charlie comeback
November 29, 2019
Charming Charlie is reviving. Social media has been activated. The new store locations have been announced. A new web site collects together all the positive press that founder Charlie Chanaratsopon has had in the past, but the e-commerce web site is not available yet. The projected launch date for both physical retail and online sales is early 2020.
A few months ago, Chanaratsopon did an interview with the Houston Chronicle after he was approved to buy the intellectual property and customer database at the bankruptcy auction. He stated that online sales will be more important, and physical storefronts will be fewer and half the size of the old ones. They may also create 'pop-up,' or temporary stores.
Chanaratsopon is banking on customer loyalty and data to drive the reboot.
Houston Chronicle: Founder plans to resurrect Charming Charlie after trademark sale, 2019-Sep-16 by Paul Takahashi
“Charming Charlie has over 10 million passionate and brand-loyal customers,” Chanaratsopon said. “In this age of retail, we still see an opportunity for the brand to thrive in the online ecosystem.”