Why a 161-Year-Old Brand Thinks It Has to Reinvent Itself
Summary
Carter’s, a company making children’s clothing since 1865, is updating its brand for the first time in 26 years to stay relevant. The company is changing its logo, messaging, and store experience while dealing with financial challenges like lower profit margins and tariffs set by President Donald Trump.Key Facts
- Carter’s was founded in 1865 and sells pajamas, onesies, and other children’s clothes.
- The company is doing its biggest brand update in 26 years, including a new logo and message.
- In fiscal 2025, Carter’s net sales rose 2% to $2.898 billion, but operating profit dropped from 9% to 5%.
- The company faced higher costs partly due to tariffs implemented by President Donald Trump in 2025.
- Carter’s plans to improve stores, online shopping, products, and packaging by 2027.
- The brand focuses on offering value, which means a mix of good style, quality, and fair price, not just the cheapest option.
- Many American families face financial stress, making affordable and reliable children’s clothing important.
- Carter’s notes it has survived many past challenges like recessions and supply problems, aiming to come out stronger.
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