July 26, 2019 – Washington Post – More than 1,700 children’s stores have closed in the past year, including some of the biggest names in the business. Babies R Us is gone, as are Gymboree and Jack and Janie stores. The Children’s Place is in the process of shutting 300 stores.

And then there is Carter’s.

The brand has built a multibillion-dollar empire on $5 bodysuits and $8 pajamas, taking in nearly one-quarter of all baby clothes sales in the United States. Revenue has grown for 30 consecutive years, even as the nation’s birthrate has fallen to 30-year lows. And while competitors are filing for bankruptcy, Carter’s is opening stores and expanding into new markets.

Ninety percent of millennial parents — and 80 percent of baby boomer grandparents — have shopped at Carter’s in the past year, according to market research firm Kantar. The company has exclusive lines at Walmart, Target and Amazon, and also sells its clothing at department stores, high-end malls and 1,060 of its own stores and outlets. Analysts say the brand is as popular among low-income shoppers as it is among high earners.

Read more at the Washington Post.