Carter's rebrands to court younger parents

Children’s apparel group Carter’s is overhauling its brand identity in an effort to better connect with today’s parents and steady a business that has been under pressure. The company said the revamp includes a new logo and a broader marketing campaign aimed at keeping the 161-year-old label relevant with its core shoppers.

A push to modernize the brand

Chief Marketing Officer Sarah Crockett said the company sees clear differences in the priorities of the parents it serves now compared with earlier generations. The new campaign is intended to reflect those values more directly and reinforce Carter’s place in a market that has become more crowded.

Carter’s best-known banners include Carter’s and OshKosh B’gosh, which are sold through its own stores and through large retailers such as Walmart, Target and Amazon. That distribution gives the company wide reach, but it also leaves it competing in a segment where price, convenience and brand loyalty all matter.

Sales pressure and restructuring

The rebrand arrives after a difficult stretch for the company. Over the past year, Carter’s has reduced its store count and cut jobs as it worked to reposition itself for growth. The moves came as competition in baby and children’s clothing intensified and the company struggled to regain momentum.

Investors have already reflected that strain. Carter’s shares have fallen more than 50% over the past three years, leaving the company with a market value of about $1 billion. For the fiscal year ended in 2025, adjusted net income came in at $126.1 million, down from $210.7 million a year earlier.

Last year, then-chief executive Douglas Palladini said higher product costs, tariffs and additional spending had materially hurt profitability. In October, he said Carter’s would eliminate 15% of its corporate workforce and close 150 North American stores as leases expired. The latest branding effort suggests the company is trying to pair those cost cuts with a more visible reset in how it speaks to families.

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