Los Angeles-based Love Culture will open its first Atlanta store at Perimeter Mall later this summer. The chain will occupy the oft-changing space across from Abercrombie & Fitch on the second level. The space was originally American Eagle Outfitters before they relocated to a larger, updated space on the lower level. After that the space was Forth & Towne, a failed brand from Gap and later became Martin + Osa, a failed brand from American Eagle. Had it also been Ruehl 925, it could have been a trifecta of failed concept brands from Gap, American Eagle and Abercrombie.
Love Culture caters to women, and based on having been in their store at Willowbrook Mall in New Jersey, I'd say their core demo is 16-26. The prices of most items are comparable to that of Forever 21, with many items under $20 and price points that end in 90 cents. An XXI Forever , a division of Forever 21 is already open on the lower level of the Macy's wing. Love Culture's motto is "When girls take over." Currently the chain has over 30 locations in 14 states and has plans for 100 new stores over the next three years.