After three years trying to crack the UK market, US fashion retailer American Eagle Outfitters is heading home.

The Daily Telegraph reports online that stores at Bluewater shopping centre in Kent, Westfield Stratford and Westfield Shepherd’s Bush have all ceased trading.

The first American Eagle Outfitters UK store opened in November 2014 and at the time the brand said it planned as many as 30 stores across the region. But the brand has failed to gain any brand traction with London’s 15- to 25-year-olds.

Confirming the exit, an American Eagle Outfitters spokesperson said UK customers would still be able to buy its products online.

Based in Pittsburgh, the company has about 950 stores in the US.