The Chronicle

Issue date: 4/3/07 Section: News
Last update: 4/3/07 at 6:15 AM EST

Media Credit: JAMES RAZICK The Franklin Street storefront formerly inhabited by Rugby now stands empty, but will soon be occupied by Julian's, a menswear store.

Media Credit: JAMES RAZICK Although Rugby has closed its doors, officials say there does not appear to be a trend of businesses closing in downtown Chapel Hill.

To the dismay of preppy-punk shoppers sporting skull-and-crossbones polo shirts, the Rugby Store on East Franklin Street in Chapel Hill closed its doors March 10, after just two years of business.

"Rugby had a product and brand that just didn't match our market," said Aaron Nelson, president and CEO of the Chapel Hill Chamber of Commerce. "Our men don't dress that preppy."

The Chapel Hill closing coincided with the closing of a second Rugby venue in Charlottesville, Va.

Downtown Chapel Hill experiences a regular cycle of store closings and openings, Nelson said, and Rugby's exit is not part of any trend in excessive store closings. In total, approximately 20 percent of the town's businesses are owned by national and regional chains, like Rugby.

With other businesses doing fine, some disappointed shoppers said they wonder why the shop was unsuccessful.

"I am surprised that the store closed down," said freshman Anthony Marzocca. "I think that a lot of Duke students either didn't know that Rugby existed there or didn't make the effort to go all the way over to shop. The style may have been a little aggressive for Chapel Hill. I think that if Rugby opened up in Brightleaf Square it would have more success, especially with Tailgate."

The Polo Ralph Lauren Corporation gave no official reason for the closing.

"We're not commenting on the specific business," Rugby spokesperson Ryan Lally told The Durham Herald-Sun in February. "The decision to close was about a bigger strategy. It's not necessarily pertaining to the local area."

The storefront property will be replaced by Julian's, a men's clothing store that has been a retail staple on Franklin Street since 1942.

Chapel Hill Town Manager Roger Stancil said Rugby's departure is a relatively minor event and will not leave a void in the market of local college shoppers.

"We're always glad to have stores like Rugby in Chapel Hill, but being replaced by Julian's is not a devastating change," Stancil said. "In fact, that's as good as it could get. In the big picture of things that's not a big hit for downtown."

Rugby stores were launched in 2004 by designer Ralph Lauren to cater to the college crowd.

Stores strategically located in college towns across the country-including Georgetown, New York City and Boston-aim to attract a younger, hipper crowd as a cheaper alternative to the mainline Ralph Lauren stores.

Although the chain may be successful in other locations, some feel that Franklin Street was not an ideal choice for the targeted customer base.

"Some of the clothes-particularly ones that were overwhelmingly attacked by skulls and crossbones-were a little too hard for the average person to 'pull off,' said freshman Anjali Bhatia. "It was not a popular spot for either Dukies or UNCers."

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