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In February 2019, Charlotte Russe, the US based fashion retailer had filed for Chapter 11 bankruptcy protection due to mounting debts, decrease in sales as well as in-store traffic. The company decided to shut down its 94 outlets across the country. According to experts, the intention of the company behind the bankruptcy filing was to release Charlotte Russe from rising debts and to simultaneously find a prospective buyer to continue the business. However, Charlotte Russe did not get a suitable buyer and finally decided to liquidate the company. SB360 Capital Partners was assigned as a liquidation firm for the company by a US bankruptcy court judge. The company sold the namesake brand along with its intellectual property to YM Inc, a fashion house based in Toronto. It also sold the Peek Kids brand and the related intellectual property to Mamiye Brothers Inc Further, YM Inc, the new owner of the Charlotte Russe brand planned to revive the brand and decided to open around 100 retail locations across the country during 2020. It also rolled out a new online shopping experience to its customers. Would YM Inc's, efforts to revive the Charlotte Russe brand work amidst challenges from the rise of various online retailers?