Ruehl was an attempt by the company to target an older, post-college customer than their younger Abercrombie or Hollister brands. This meant extremely dark, but funky stores, selling extremely similar lines to Abercrombie and Hollister but with a hefty price premium attached. For example a t-shirt marked at perhaps $25 in Hollister would retail for $40 in Ruehl.
Ruehl was always pretty empty when I vistied, but I liked it because it remained the one place I could get that kind of clothing that not many people at home would have. Now Abercrombie and Hollister are across here, I guess I’m just going to have to put up with wearing the same stuff everyone else is wearing.
You can read the investor release here