J. August to Reopen Under New Management After Two Month Closure

J. August, the nearly 140-year-old Harvard Square merchandise store across from Harvard Yard, will reopen Friday under new management after closing for renovations in December.

The store, located on Massachusetts Avenue, will now be operated by Rally House, a Kansas-based sports merchandise retailer that manages more than 300 collegiate-affiliated stores nationwide. The reopening follows a two-month closure that marked the end of J. August’s previous operating arrangement.

The COOP — operating under Barnes & Noble’s management since 1995 — purchased J. August’s lease in 2004, bringing the historic storefront under its control.

In a statement, COOP CEO Jodi Goldstein said the organization partnered with Rally House in hopes of “building on its heritage” while expanding its merchandise to include “archival graphics, classic collegiate design, and the legacy of Harvard.”

Rally House CEO Aaron Liebert said the company plans to give J. August a distinct identity, separate from the COOP’s flagship store.

“We’re not trying to copy the COOP. We’re trying to be different,” Liebert said. “We’re trying to have some uniqueness, give people a reason to shop.”

The store will host a soft opening on Friday, with a grand opening scheduled for March. Rally House has also launched a dedicated J. August website, allowing customers to order merchandise for delivery or in-store pickup.

Liebert said that his team was first introduced to Harvard Square “about a year ago” and has spent months preparing for the reopening.

“Our team has been spending the last several months really trying to curate an assortment that’s unique to Harvard, to the Square, and to Cambridge,” he said.

Rally House operates stores for Big Ten and Big 12 universities across the country and has more than 300 locations in 22 states.

Liebert said he interviewed with the COOP several times before taking over the store and said he believes Rally House was selected for its ability to tailor merchandise to each school.

“I think our relationships with vendors is very strong, so we’re going to be able to bring in products that haven’t been carried before,” he said. “Our ability to replenish sales at the store is very dynamic.”

According to Liebert, J. August will stock roughly 1,500 unique items — a significant expansion of its inventory.

“We want to have great products that people are proud to wear and they come back time and time again to see,” Liebert said. “We’re gonna pay attention to it. We’re gonna give it the love it needs, and make sure that it's a great representation of Harvard, representation of J. August, and Rally House.”

—Staff writer Adam Han can be reached at [email protected].