Gymboree Bounces Back As Store-Within-A-Store Concept At The Children’s Place

The Children’s Place will relaunch Gymboree in early 2020, with an enhanced web site and more than 200 store-within-a-store shops at The Children’s Place locations in the U.S. and Canada. The retailer will also debut an enhanced loyalty program that offers members special offers on their children’s birthdays, exclusive access to bonus events and opportunities to earn extra points.

The online Gymboree experience will include the option to shop by specific collections, with a shared online basket between Gymboree and The Children’s Place to streamline the checkout process. Additionally, all online purchases will include free shipping and free returns, with no minimum purchase.

Prior to the relaunch, The Children’s Place also will invite customer feedback on the relaunch through Facebook, Twitter, Instagram and The retailer will give away gift cards every week, with a grand prize consisting of the entire Spring 2020 collection.


“We believe a multichannel offering combining an enhanced online shopping experience with inviting in-store locations will best serve long-standing Gymboree customers, and also welcome a new generation of moms to the iconic brand,” said Claudia Lima-Guinehut, SVP, Global Merchandising at The Children’s Place in a statement. “The goal is to provide a Gymboree brand experience that reconnects mom to the branded product that she loves, and also provides her with enhanced capabilities she’s come to expect from best-in-class, omnichannel retailers.”

The Children’s Place acquired the rights to Gymboree and Crazy 8 for $76 million in March during bankruptcy proceedings. Gap acquired the higher-performing Janie and Jack brand for $35 million, and kept all 139 locations open.

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