Carter’s opens its first-ever flagship as part of brand revamp
Carter’s is reimagining its brand and store experience.
The infant and young children’s apparel retailer has unveiled its first-ever flagship, at Buckhead Landing in Atlanta. At 7,000 sq. ft., the new store has a host of amenities, including a mother’s lounge for nursing moms, a gift-wrapping area, a gift shop and a toddler-tested playhouse for independent play while adults shop.
Other features include enhanced fitting rooms, a kid interactive zone and child-friendly restrooms. The store will also host community events.
In addition to its reimagined store experience, Carter’s has revamped its product assortment, leaning into trend-forward products and styles that mimic shoppers’ own personal style, including offerings with a cleaner, simple aesthetic that parents can style into “mini me” versions. Along with the brand’s signatures basics, customers will fine products with new artwork, fonts, colors, prints and fabrics based on consumer insights and trends.
Allison Peterson, chief retail & digital officer at Carter’s, told Chain Store Age that the company’s strategy behind its revamp began with insight from Gen Z, a customer group that is now beginning their parenting journeys. (By 2025 it is projected that nearly two-thirds of expecting and new parents will be Gen Z. )
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Images courtesy of Carter's. -
Images courtesy of Carter's. -
Images courtesy of Carter's. -
Images courtesy of Carter's. -
Images courtesy of Carter's.
“Around 18 months ago, we began to implement a refreshed approach to trend-forward products, a reimagined retail experience, and a new creative expression in our marketing that underscores what it’s like to be a modern parent,” Peterson said. “Our reimagined retail experience is fully captured at Carter’s first-ever flagship in Atlanta, which opened recently after more than a year of testing.”
The company plans to roll-out its reimagined shopping experience to Carter's stores nationwide by 2026.
Peterson noted that “Carter’s has been a leader in the baby and children’s space for nearly 160 years, and we’re dedicated to being the go-to source for parents with young children for many generations to come.”
Carter’s has 1,027 stores across North America.
