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Carter’s to open 200 stores across China as kidswear market set to double


US childrenswear retail giant Carter’s plans to open 200 stores in China by 2022, with at least 40 opening this year with local retail partner Pou Sheng International.

Carter’s CEO Michael Casey said Thursday that it is going to focus on big cities, including Shanghai, Hangzhou and Chengdu.

Carter’s, which so far has 12 stores in China plus an online store on Tmall, expects to open 10-15 stores in Beijing alone this year, Casey said.

Targeting mass consumers by offering affordable prices, China “is the largest and most important international market and we are excited about the growth opportunities here,” China Daily reported Casey as saying.

James No, country manager of Carter’s China, also said the timing was right for the brand to enter the Chinese market after long-term preparations and market research. Half of the demand for Carter’s e-commerce website, launched seven years ago, was from international customers, with Chinese consumers top.

“China’s baby market size is about $12bn and will be doubled to $25bn by the year of 2025,” said No.

He said Chinese consumers have grown more sophisticated and are making more informed purchases in the digital age. The company has launched Weibo and WeChat social media accounts to interact with Chinese mothers about their products.

However, Carter’s is going to be thoughtful regarding how to grow, by continuously studying the market and understanding consumer preferences, the company said.

“We have a team based in China to get closer to Chinese consumers,” No said.


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