Maurices expands tween brand with first-ever stores

Maurices is expanding its tween girls’ brand with in-store shops and freestanding locations.

The apparel retailer has opened the first-ever Evsie freestanding stores, with locations in West Jordan, Utah; Fargo, N.D., and Boise, Idaho. Additionally, the tween brand will expand into Maurices' stores with six past-through locations and more than 240 shop-in-shops across the country.

Evsie offers stylish and comfortable fashions for tweens across key categories, including denim, graphic tees, sweatshirts, dresses, accessories and more. The collection is described as a strong balance of fashion-forward items that are trend right and "mom approved.”

This past spring, Maurices launched Evsie with shop-in-shops across 50 locations, in stores and on maurices.com. In August, it expanded to 150 shop-in-shop locations. (Items are also available in nearly 800 Maurice’s stores throughout the U.S. and Canada.)

"I am excited to open our first-ever Evsie stores and continue the expansion of this brand," stated David Kornberg, CEO of Maurices. "We are thrilled to provide the tween girl and her mom comfortable fashion, with a great fit and amazing quality for its value. We are confident in our continued growth opportunities within the market space and are happy to offer Evsie to even more customers."

Kornberg took the top spot at Maurices in March 2021.  He previously served as CEO of Express.

Maurices has nearly 900 stores across the U.S. and Canada. Ascena Retail Group sold the chain in 2019 to an affiliate of British private equity firm OpCapita.

[Read More: Former Express CEO to take top spot at Maurices]