J. Crew Launches Children’s Line

After nine months of development, J. Crew has launched the J. Crew Kid product line. The New York-based apparel cataloger/retailer will introduce the children’s apparel on its Website and in nine stores this month. It will then appear as a “back to school” insert in the J. Crew catalog in July and be available in 15 of the company’s 105 retail stores by fall, says spokesperson Karina Sokolov. At this point, the company has no plans to launch a separate catalog for J. Crew Kid.

Targeting girls and boys ages 6-12, the merchandise line consists of 73 girls’ items and 61 SKUs for boys. Prices range from $12.50 to $38.

“From a brand perspective, the timing of the launch couldn’t be better, since the ‘tween’ market is becoming more defined,” J. Crew.com’s executive vice president of brand strategy, Mark Walsh, said in a statement. “J. Crew Kid is a natural extension of the J. Crew brand, and the new line puts us in front of a completely new customer.”

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