Themed after New York City's Greenwich Village, the store was meant to attract post-graduate individuals aged 22 to 35, competing primarily with J.Crew, Polo Ralph Lauren, and American Eagle Outfitters' equally short-lived spinoff Martin + Osa.

[3] Similar to Abercrombie & Fitch's moose logo and Hollister Co.'s seagull, Ruehl featured a French bulldog named "Trubble" embroidered on its clothing and accessories.

[4] According to the company, the store took its name from the Ruehl family, who moved from Germany in the mid-19th century and opened a leather goods emporium at 925 Greenwich Street in Manhattan.

[4] Ruehl's storefront was made to look like a Manhattan townhouse with a brick facade, wrought-iron fence, and potted topiary.

Bookshelves lined the "living room", chandeliers hung from the ceiling of the "bedrooms", portraits sat on the floor, tilted against walls, and a central hallway divided the store in half.