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Maurices Targets Tweens with First Three Standalone Evsie Stores

Maurices Targets Tweens with First Three Standalone Evsie Stores
Photo courtesy of Evsie

Women’s apparel retailer Maurices will increase the visibility of its tween brand Evsie with three freestanding locations opening on Nov. 10, in West Jordan, Utah; Fargo, N.D.; and Boise, Idaho. The retailer also will also expand the Evsie presence to nearly 800 Maurices locations, including 240 shop-in-shop models and six pass-through locations. Maurices, which is owned by private equity firm OpCapita LLP, currently has a footprint of nearly 900 stores across the U.S. and Canada.

Evsie, which targets girls who wear sizes 8-12, was launched in spring 2022 as a shop-in-shop model in 50 stores nationwide and via maurices.com, bolstered by a social presence via TikTok and Instagram @evsieofficial. By August, the tween brand had grown to include 150 shop-in-shop locations. In addition to expanding its physical footprint, Evsie will now offer items in sizes ranging from 7 to 14.

The brand’s mission is to provide tween apparel that it calls “mom approved” and is focused on comfort. Evsie categories include denim, graphic T-shirts, sweatshirts, dresses and accessories.

Evsie also offers an adaptive clothing line that features comfortable fabrics, Velcro closures and extra-wide openings to make dressing easier. The brand has partnered with the nonprofit Kind Campaign to heal the negative impacts of girl-on-girl bullying.

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“I am excited to open our first-ever Evsie stores and continue the expansion of this brand,” said David Kornberg, CEO of Maurices in a statement. “We are confident in our continued growth opportunities within the market space and are happy to offer Evsie to even more customers.”

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