New York — Children’s clothes retailer Gymboree is taking its first big step since emerging from bankruptcy in September: unveiling a rebranded apparel line and an increased tech push in an effort to appeal to the modern parent. "We have spent the past nine to 10 months positioning the company, and the Gymboree brand in particular, for a turnaround," said CEO Daniel Griesemer, who took the helm in May 2017. "So nationwide, all new products, new brand positioning, new look and feel. Essentially, an all-new Gymboree." The chain is rolling out its refreshed product line from Monday that includes more basic staples that better allow for mixing and matching — a defensive move against fast-fashion retailers that have taken a bigger share of the youth market. "The modern parent learned to shop at Forever 21 and H&M and Zara" where they can curate their own look by pairing separate pieces, Griesemer said, noting that Gymboree’s old way of building outfits in a collection felt "dated." Withi...

BL Premium

This article is reserved for our subscribers.

A subscription helps you enjoy the best of our business content every day along with benefits such as exclusive Financial Times articles, ProfileData financial data, and digital access to the Sunday Times and Times Select.

Already subscribed? Simply sign in below.

Questions or problems? Email or call 0860 52 52 00. Got a subscription voucher? Redeem it now