Vanity (clothing)

Vanity

Company type	Private
Industry	Retail (fashion)
Founded	1957
Founder	Emery and Ann Jahnke
Defunct	2017
Headquarters	Fargo, North Dakota , United States
Area served	United States
Products	Apparel and accessories for young women
Number of employees	137 retail locations at bankruptcy (2017)
Website	vanity.com

Vanity, also referred to as Vanity Shops, was a U.S.-based fashion retailer specializing in apparel for young women, operating through both physical locations and an online platform. With its headquarters situated in Fargo, North Dakota, Vanity provided clothing and accessories ranging from size zero up to 17, including pants with inseams extending to . The company ceased operations and liquidated all stores following a bankruptcy filing in 2017.

History

The Vanity brand was acquired in 1957 by Emery and Ann Jahnke from a dress shop located in Dickinson, North Dakota. The company was officially incorporated in 1966, the same year it opened its inaugural store in Dickinson. By 1969, Vanity had launched its first junior fashion outlet in Fargo.

Growth was consistent: by 1960, the business relocated to a larger space and introduced a children's apparel section; in 1964, a Grand Forks location dedicated approximately one-third of its retail area to junior women's clothing. This success paved the way for Vanity 2, which offered of retail space and stood as North Dakota’s sole junior women's fashion store at that time.

In 1971, Vanity 3 opened in downtown Fargo as part of Concept208, a retail collective featuring shops specializing in music, footwear, candles, posters, and young men's apparel. The expansion accelerated in 1972 with eight additional stores—including the first six outside North Dakota in Colorado—and the corporate headquarters moved to Fargo by 1974.

By 2013, Vanity operated 170 outlets across 26 states, maintaining its Fargo-based corporate office and distribution hub alongside its e-commerce operations.

Early in 2017, Vanity filed for bankruptcy protection and subsequently shuttered its remaining 140 stores spanning 27 states.

Vanity.com

Vanity launched its online retail site in July 2008 under Vanity, LLC, which managed merchandising, marketing, and distribution functions. The corporate headquarters and distribution facilities remained located in Fargo.

The website offered customers access to exclusive behind-the-scenes content, style guides, and lookbooks designed to inform shoppers about current fashion trends. It featured an intuitive shopping interface allowing users to browse by complete outfits, specific categories, best-selling items, and inseam lengths. In 2013, the company transitioned its online domain from "eVanity.com" to "Vanity.com."

Logo evolution

As Vanity enhanced its digital footprint, the logo underwent several redesigns tailored specifically for e-commerce communications.

In 2006, the brand secured a trademark for the slogan “Fashion that Fits,” emphasizing its commitment to accommodating diverse body types, lifestyles, and price points.

Specialty fashion

In 2009, Vanity ventured into eco-friendly fashion by introducing products crafted from recycled fibers, bamboo materials, and organic textiles.

By 2010, the company debuted “Style that Works,” a collection focused on professional attire, while also expanding its Premium Collection to incorporate tops and jewelry. Vanity gained recognition for offering an extensive size range that included a plus-size line launched in 2013 and eventually merged into the primary store assortment.

Philanthropy

Denim drive
During fall 2009, Vanity collaborated with Cotton Incorporated on a nationwide denim collection initiative aimed at assisting communities impacted by natural disasters. Donated denim was repurposed into fire-resistant insulation installed in over 180 homes along the U.S. Gulf Coast.

Food drive
In September 2010, Vanity teamed up with pop band OneRepublic to support Feeding America through an in-store food collection campaign coupled with CD sales. The "Share the Secret About Hunger" initiative sought to raise public awareness while providing assistance for hunger relief efforts nationwide.

Bankruptcy

Vanity Shops of Grand Forks, Inc., operating 137 retail locations, filed for bankruptcy and halted all business activities on March 1, 2017. This event signified the conclusion of its mall-centered apparel retail strategy.

External links

• Official website (Archive)