Gymboree makes its retail comeback

Marianne Wilson
Marianne Wilson profile picture
gymboree website

The Gymboree brand has been revived — by a former competitor. 

The Children’s Place announced it is relaunching Gymboree in February. The brand, which went out of business last year, will be available on a new website and in shop-in-shop locations in more than 200 Children’s Place stores across the U.S. and Canada.

Gymboree Group filed for bankruptcy in January 2019, and subsequently closed all its stores. In March, The Children’s Place paid $76 million to acquire the rights associated with the Gymboree brand and its value-oriented Crazy 8 brand.

Gymboree’s launch includes eight collections in sizes 12 months to eight. The brand will return to its classic roots with playful, “bow-to-toe” collections that span apparel and accessories, the company said.

Gymboree’s new e-commerce site will offer free shipping and free returns for all online orders, with no minimum purchase. It will also offer an enhanced loyalty program, “My Place Rewards,” which rewards customers on every purchase they make in-store and online, along with special offers and exclusive access to bonus events. A new mobile app will allows customers to shop their mobile devices.

“We are very proud to announce the return of Gymboree,” said Jane Elfers, president and CEO. “The Gymboree team has worked tirelessly to bring this iconic brand back to its passionate and loyal customers.”

The Children’s Place is the largest pure-play children’s specialty apparel retailer in North America, with 955 stores in the United States, Canada and Puerto Rico

Starting on Monday, Feb. 3, Gymboree will announce how customers can reserve their spot to be one of the first to shop its spring 2020 collections. Early access will be limited to the first 10,000 customers who reserve their spot.