Carter’s: with you from the start
August 9, 2020
If it’s for babies or kids, Carter’s has it.
In 1865, William Carter founded the William Carter Company, a retail clothing store for babies and kids, in Needham, Massachusetts. As of today, August 7, 2020, there are 1,237 U.S. Carter’s retail store locations.
Born in Alfreton, Derbyshire, England, in 1839, Carter arrived in America on January 28, 1857. He married Martha Lee and they gave birth to three sons and a daughter. Their first-born son, William Henry Carter, served two terms in the U.S. House of Representatives before he was elected president of the William Carter Company in 1918.
Carter’s is the largest branded marketer of baby and children’s clothing in the United States, with two of the most recognized brands, Carter’s and OshKosh B’gosh. .
By the early 1960s, the William Carter Company manufactured at seven mills in
Massachusetts and the South.
The Carter family sold the business in 1990.
Target: Just One You
In the early 2000s, Carter’s launched a clothing line called, Just One You, to be sold exclusively in Target stores. This was followed by two more exclusive lines: Just One You for Walmart and Simple Joys by Carter’s created for the more affluent shoppers on Amazon Prime. While the three brands sell similar clothing styles such as pajamas, rompers, dresses and swimwear, each line has its own design team and pricing policy designed for each specific retailer.
In 2005 Carter’s acquired competitor
OshKosh B’gosh for $312 million.
In 2015, Carter’s, Inc. opened a $50-million, one-million-square-foot distribution centre in Braselton, Georgia that provided the community with 600 new jobs.
In February 2017, Carter’s, Inc. acquired Skip Hop Inc., an infant and child product company based in New York, for $140 million in cash.
In 2019, Carter’s announced plans to
open up to another 100 stores.
A survey conducted by a market research firm in 2019 found that “Ninety percent of millennial parents — and 80 percent of baby boomer grandparents — have shopped at Carter’s in the past year.” That sounds like a success story to me.
Communications and Marketing
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