American Apparel has emerged from bankruptcy with a renewed focus on selling its trendy apparel online to wholesale as well as retail customers, the company said Friday.

The Los Angeles-based designer, manufacturer and retailer of apparel and accessories for young adults and children, filed for protection last fall under Chapter 11 of the U.S. bankruptcy code, which allowed it to restructure its finances. It has re-emerged under a new name, American Apparel LLC, a limited liability company incorporated in Delaware, with a multi-pronged plan to design new products and merchandising and advertising strategies, grow its e-commerce operations, invest in new retail locations “in more promising areas,” improve how it forecasts demand and produces timely products, and reduce excess inventory.

“This is the start of a new day at American Apparel,” CEO Paula Schneider says.“With the enormous debt burden removed, we can now turn our full attention to our strategic turnaround, which will benefit our customers, vendors and employees.” American Apparel’s financial reorganization plan converted approximately $230 million of bonds into equity in the company and provided the company with $40 million in capital and a commitment for a $40 million asset-backed loan.

American Apparel didn’t specify plans for its retail e-commerce site at store.AmericanApparel.net, but its wholesale site, at aawholesale.americanapparel.net, has new and updated features including an online payment option and a new e-catalog that buyers can use to browse among products, view specifications and place online orders.

The online payment option is available to B2B customers of American Apparel’s Imprintable Division who have registered accounts and pay on “net” terms, meaning they pay their full invoice within a specified time frame, such as 30 days. The payment option is featured on the American Apparel’s wholesale site for its Imprintable Division, which caters to B2B customers who are “imprinters, embroiderers, apparel decorators and promotional product professionals,” according to a statement on the site.

American Apparel is also featuring a new 148-page e-catalog that lets buyers browse through product pages that appear as they do in a paper catalog, but with the ability to click product images to link to a Buy page on the wholesale site.

In addition, the wholesale site features a Wholesale Express Order option that the company says “is the quickest and most convenient way for registered wholesalers to place orders with us.” The express order, which lets buyers place orders with pre-populated forms, option is only available to customers based in the United States.

American Apparel also lets wholesale customers order customized garments with their own private labels, though it requires customers to order these directly through an account manager instead of through self-service e-commerce.

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