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The Children’s Place Launches Sugar & Jade

The digital-only tween brand will feature footwear, accessories and apparel




Courtesy of Sugar & Jade/The Children’s Place

The Children’s Place (Secaucus, N.J.) announced it’s launching a new tween apparel brand called Sugar & Jade. Featuring footwear, accessories and clothing ranging in sizes 8 to 22, the brand will be digital only and the first being launched on the retailer’s new e-commerce platform, according to a company press release.

Part of the brand’s marketing strategy will include providing a platform for tween shoppers, celebrities and influencers, as well as spotlighting “mentor” stories through social media.

“The tween apparel market is estimated at approximately $8 billion,” says Jane Elfers, President and CEO of The Children’s Place. “Based on our leadership position in the big girls’ apparel and accessory space, we are uniquely positioned to retain our tween customer as she transitions from The Children’s Place brand to her next style stage.”

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