Shopping Centers Today

MAY 2012

Shopping Centers Today is the news magazine of the International Council of Shopping Centers (ICSC)

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RET AILING TODA Y Carter's kids WHERE THERE ARE CHILDREN, THE APPAREL CHAIN WANTS TO HAVE STORES By Misty Milioto Reagin C There is no parent anywhere who has never heard it, said it or at least thought it: "They grow up so fast!" Well, now this retailer that sells the clothing their little ones so very quickly outgrow seems to be in a growth phase of its own. The company has nearly tripled the number of its yearly store openings since 2008, from roughly 25 to about 65, and has ex- panded into Puerto Rico with five new stores and plans for rolling out seven more there over the next six months. The company operates 342 Carter's stores and 175 OshKosh B'Gosh stores across nearly all 50 states. Both brands are available also at some 1,500 other stores, including Babies 'R' Us, JCPen- ney, Macy's and Sears. Its Child of Mine brand sells at Walmart, and the Just One You and Genuine Kids brands are available at Target. Carter's Inc. also launched an online store last year. The Carter's brand focuses on 122 SCT / MAY 2012 ARTER'S, INC. MAY BE ONE OF the country's oldest companies, but it caters to some of the young- est customers. The Atlanta-based company, established in 1865 in Massachusetts, operates under several brand names providing cloth- ing and accessories for infants and children. infants and children up to age 4, and OshKosh B'Gosh caters to those from 4 to 7. Wherever mom goes shopping or buys food — that is where this company wants to be. "Some of our favorite co-ten- ants are Chuck E. Cheese, Panera Bread and Ulta, shoe stores such as DSW and Famous Footwear, and upscale grocers such as Whole Foods Market, Sprouts Farmers Market and The Fresh Market," said Tom Carroll, the company's vice president of real estate and construction. That much is conventional enough, but other aspects of the company's site-selec- tion strategy may strike observers as sur- prisingly bold. "Unlike some chains, we love being by our competitors, like The Children's Place, Old Navy and Gymbo- ree," Carroll said. "We think it makes it easier for mom to shop and compare the merchandise." The company has no stores in re- gional malls because of its presence in those department stores. Instead, the company prefers open-air lifestyle

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