STORE SPACES

Gymboree reboots brand with new store concept, digital presence

BY Deena M. Amato-McCoy

One of the few retailers to exit bankruptcy last year, Gymboree is giving its brand a makeover — just in time for the back-to-school season.

On Monday, Gymboree announced it is rebooting its brand with new in-store and digital experiences. The company is remodeling select stores with a fresh, contemporary design. In addition to a modern style, the stores will showcase merchandise trends and outfitting options, and a community table designed to entertain parents and children. Stores will also feature an enhanced point-of-sale system.

The first two locations to feature the new upgrades are Gymboree’s store in the Del Amo Fashion Center, in Torrance, California, and the company’s Upper East Side location in New York City.

The retailer also updated its digital presence with an interactive mobile app. The new app, called “Made You Smile,” features augmented reality layer that brings Gymboree’s new selection of graphic tees to life. The app is available for both iPhone and Android users.

“We have taken the time to learn exactly what parents want and kids are looking for, and have used these learnings to create the products and experiences that will resonate,” said Gymboree president and CEO Daniel Griesemer.

The brand’s reboot coincides with the company’s transition out of bankruptcy. Gymboree filed for bankruptcy in June 2017, with plans to close some 350 underperforming stores. By September 2017, the company successfully completed its financial restructuring and re-emerged from Chapter 11 as a new corporation under the name Gymboree Group. The reorganization plan included a comprehensive recapitalization designed to eliminate more than $900 billion in debt and a reduced store footprint.

The company currently operates 380 Gymboree stores in the United States and Canada.

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