(Atlanta; July 30, 2003;
PRNewswire) Carter's, the number-one baby and young
children's apparel marketer, announces the arrival of a
new brand in children's wear. Child of Mine is a complete
line of layette, sleepwear, bedding, toys and room decor
that captures emotional imagery in a fresh new way,
available exclusively at Wal-Mart, the country's largest
retailer.
Carter's has been trusted by mothers
and grandmothers for more than 135 years to provide
design leadership, soft fabrics, comfortable fit and easy
care. The Child of Mine brand leverages Carter's heritage
as well as the Wal-Mart tradition of exceeding customer
expectations with quality products at every day low
prices.
Fred Rowan, Chairman and CEO of
Carter's, said, "The Child of Mine brand makes quality
children's apparel more accessible to millions of
consumers. This launch has the potential to grow the $19+
billion category by tapping into consumer needs that are
unfulfilled by current product lines."
Quality fabrics, designs and
construction are a part of everything in the Child of
Mine collection -- including soft cotton bodysuits with
coordinating pants, layette gowns, terry and interlock
sleep & play (sleepers), warm caps and booties,
whimsical bibs, cozy receiving blankets and hooded towels
for bath time. The collection also includes nursery decor
and accessories, including bedding, diaper bags, memory
books, mobiles, lamps, plush animals and interactive
toys. Comfy Child of Mine sleepwear is available in baby
and toddler sizes.
"We are pleased to introduce the Child
of Mine collection to customers," said Celia Clancy,
senior vice-president, general merchandise manager for
Wal-Mart Stores, Inc. "From head to toe apparel to
everything for the nursery, this trusted brand allows us
to continue offering the quality products that our
customers have come to expect from us."
For more information on the new Child
of Mine brand, please visit www.ChildOfMine.com
FACT
SHEET
Industry:
* $19 billion
market
* $7.2 billion currently done
in the discount channel
* Current baby boom is
projected to last for more than a decade with
over 4 million births in the
US annually
Market Dynamics:
* 62% of all purchases are
done by mothers
* 38% of all purchases are
gifts
* 60% of the layette was
received as a gift
Carter's Brand:
* 95% brand
awareness
* #1 market share in baby
category (34%)
* #1 market share in sleepwear
(36%)
* strong gift orientation
(47%)
* 9 out of 10 mothers agree
that Carter's is a brand they trust
Source: Carter's