Carter’s Unveils First Flagship

Carter’s (Atlanta) has taken the wraps off a new store prototype that reflects its ongoing efforts to appeal to Millennial and Gen Z parents. The 7000-square-foot store, in Atlanta’s Buckhead Landing, is the brand’s first flagship location, offering its full set of brands: Carter’s, OshKosh B’gosh, Skip Hop and Little Planet, the retailer said in a fact-sheet it emailed to VMSD.com about the new store.

The flagship store is testing new retail concepts set to be rolled out to Carter’s locations nationwide by 2026; those features include:

• Mother’s Lounge – A private space adorned with a cozy chair and convenient changing table.
• Kids Interactive Zone & Toddler Playhouse – Spaces especially designed to beat boredom and keep kids occupied with drawing tables, digital floor games, toys and more.
• Gift Wrapping Shop
• Selfie Wall – Accompanied by colorful neon signs with positive affirmations, kids and parents alike can up their selfie game and capture memories while shopping together.
• Trend Forward, Affordable Fashion: Carter’s is expanding its House of Brands to offer affordable, on-trend styles for Millennial and Gen Z parents, focusing on products that evolve with their preferences. While maintaining core basics starting at $5, the brand is updating artwork, fonts, colors, prints and fabrics, introducing skorts, utility styles and modern silhouettes for babies.

Carter describes itself as the largest North American baby and children apparel company with roughly 1070 stores.