As part of its previously announced plan at the end of 2020, Rue21 is opening five new stores ahead of the back-to-school season, with ten additional stores planned for the remainder of 2021.

Gen Z apparel retailer Rue21 landed double-digit growth in 2020, spurring “aggressive” investments in the company’s physical and digital channels.

“Recent new store openings have demonstrated the importance of our store channel to brand discovery and customer acquisition,” CEO Bill Brand said in a statement. “Our dynamic in-store experience has driven customer loyalty and is our model for continued omni-channel growth.”

The new store locations were selected based on a data-driven model to match potential stores with customer demographics. Field teams visited each site prior to approval of each new store. The new openings are part of an eventful year for the retailer.

Additionally, in 2020 the retailer launched its rewards program, with the goal of converting in-store shoppers “to omni-channel customers.” The program currently has 5.5 million active members.