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.”
