The Children’s Place to Relaunch Gymboree Clothing Brand
The Children’s Place announced Tuesday a plan to relaunch children's clothing brand Gymboree in 2020, reports CNBC. In a press release, The Children's Place announced Gymboree merchandise will be sold on an enhanced website, Gymboree.com, as well as in shop-in-shop locations in over 200 select The Children’s Place stores in the U.S. and Canada. The Children’s Place purchased the rights for both Gymboree and its Crazy 8 brand in January of this year for $76 million, after the apparel company filed for bankruptcy and shuttered all its stores.
Total Retail's Take: Gymboree had been a well-loved children's brand for many years, and its demise was not only sad but further limited parents’ options for kid's clothing. The Children's Place is looking to revive the brand with its purchase, but the retailer will need to execute the relaunch perfectly to satisfy modern parents’ high expectations. Jane Elfers, president and CEO of The Children's Place, said, “We have embarked upon an exciting journey to bring this iconic brand back to the loyal Gymboree customers, who continue to voice an unrivaled passion and affinity for it. We're thrilled to be able to revitalize bow-to-toe collections that create magical childhood moments. We're making every effort to meet her high standards for curated and elevated product, and eagerly anticipate welcoming her back to the Gymboree brand.” Enhancing Gymboree.com with personalized shopping experiences, creating a new loyalty program, and adding physical shops to current The Children's Place stores are all steps in the right direction for the relaunch, but time will tell if these offerings will be enough to revive Gymboree as well as increase profits for The Children's Place.
Kristina Stidham is the digital content manager at Total Retail and sister brand Women in Retail Leadership Circle. She is passionate about digital media and handles social media, video, and podcast production for both brands, as well as contributing articles and attending events. Kristina holds a B.A. in Media Studies and Production from the Temple University Klein College of Media and Communication in Philadelphia.