The Children’s Place Launches New Tween Brand, Sugar & Jade

Sugar & Jade Logo

The Children’s Place, Inc. (Nasdaq: PLCE), the largest pure-play children’s specialty apparel retailer in North America, announced the launch of Sugar & Jade, a new tween fashion apparel, footwear and accessories brand that celebrates girls’ individuality, inspires girls to have fun with fashion and encourages them to “Be Ur True Self”. 

Sugar & Jade
Sugar & Jade

Jane Elfers, President and CEO said, “The tween apparel market is estimated at approximately $8 billion. 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. We have over four million customers to whom we are immediately marketing this exciting new brand, and we will deploy an “always on” strategy that drives customer acquisition, while also migrating the current The Children’s Place customer to Sugar & Jade at the appropriate moment in their purchase journey.” 

Sugar & Jade is committed to embracing the unique spirit of every girl by celebrating their distinct personal style. Sugar & Jade can be found exclusively on with its inaugural product launch of five unique apparel and accessory collections, in sizes ranging from 8 to 22. Sugar & Jade is a digital-only brand and will be the first brand available on The Children’s Place, Inc’s new Salesforce e-commerce platform. The shopping experience is centered around the customer, leveraging outfitting recommendations and user-behavioral technology that engages and inspires shoppers based on their lifestyle.  Sugar & Jade’s shopping experience includes a “Free Shipping, Free Returns, Everyday” policy, with no minimum purchase requirement, and launches with a loyalty program that rewards customers for each purchase and provides them with special offers and exclusive access to bonus events. 

Staying true to the brand mission of celebrating girls’ individuality, part of Sugar & Jade’s marketing strategy will focus on empowering girls to “Be Ur True Self” by spotlighting mentors’ stories and providing a platform for its tween shoppers, influencers and celebrities to share their own fashion stories. The brand will amplify these stories and voices through its various social channels.

Jennifer Groves, Senior Vice President of Creative Design said, “We consistently receive positive customer feedback on our big girls’ assortment. Our customers let us know that The Children’s Place has been an important part of their kids’ wardrobe, and they wish they could stay with us longer – and now, with the launch of Sugar & Jade, they can! Pairing our deep understanding of our big girl customer with our extensive market research, we are confident that Sugar & Jade will deliver what our tween girl is looking for.”

About Sugar & Jade
Sugar & Jade is a brand that encourages girls to “Be Ur True Self.” With clothing offered in sizes 8-22, Sugar & Jade aims to empower girls by providing clothing, footwear and accessories that celebrate girls’ individuality and inspires girls to have fun with fashion.  Sugar & Jade is sold exclusively on    

About The Children’s Place
The Children’s Place is the largest pure-play children’s specialty apparel retailer in North America. The Company designs, contracts to manufacture, sells at retail and wholesale, and licenses to sell fashionable, high-quality merchandise predominantly at value prices, primarily under the proprietary “The Children’s Place”, “Place”, “Baby Place”, “Gymboree” and now “Sugar & Jade” brand names. The Company has online stores at and and as of July 2021, the Company had 708 stores in the United States, Canada, and Puerto Rico and eight international franchise partners with 208 international points of distribution in 17 countries.

Leave a Reply

Fill in your details below or click an icon to log in: Logo

You are commenting using your account. Log Out /  Change )

Google photo

You are commenting using your Google account. Log Out /  Change )

Twitter picture

You are commenting using your Twitter account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )

Connecting to %s