• JUST STYLE/ By Beth Wright

The Children's Place to relaunch Gymboree in 2020


US children's specialty apparel retailer The Children's Place is to relaunch Gymboree early next year, seven months after it acquired the brand.

The plans include an enhanced website, Gymboree.com, and shop-in-shop locations in over 200 select The Children's Place stores in the US and Canada.

"We have embarked upon an exciting journey to bring this iconic brand back to the loyal Gymboree customers, who continue to voice an unrivalled passion and affinity for it," says Jane Elfers, president and CEO of The Children's Place.

The multichannel offering, which includes a Gymboree app, is designed to reconnect consumers with the brand and attract a "new generation of moms."

The Children's Place acquired both the Gymboree and Crazy 8 brands from the Gymboree Group for US$76m in March. The deal included the intellectual property rights related to both brands, including related copyrights, trademarks, internet domains, and customer data.

Speaking at the time, Susan Anderson, analyst at B Riley, noted the firm viewed the acquisition as "likely defensive in nature," as The Children's Place looked to prevent another competitor from stepping in and attempting to rebuild the Gymboree brands.

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