A new Carter's concept store is opening its doors at Cherry Hill Mall this Thursday at 10 a.m., bringing a refreshed take on the popular baby and children's clothing chain to South Jersey shoppers. The store will carry merchandise from both the namesake Carter's label and sibling brand OshKosh B'gosh, giving families a one-stop shop for infant and kids' apparel in the mall's Suite 1600 space.
The opening was first reported by NJ.com, which noted that Carter's described the new location in a statement as featuring a refreshed retail environment and updated product presentation compared with its older stores. The new shop sits at 2000 Route 38, Suite 1600, inside Cherry Hill Mall, per the same report.
Grand-opening festivities on Thursday will include customized sweet treats, family activities, and a ribbon-cutting ceremony, according to the outlet's reporting. Shoppers who make a purchase can also pick up a limited-edition tote bag, though the giveaway is only while supplies last, the report notes.
Part of a Bigger Rollout for the 161-Year-Old Brand
The Cherry Hill location fits into a broader push by Carter's to refresh its retail footprint. The company is rolling out six new Concept Store locations nationwide, according to NBC Chicago, which reported that a similar concept store recently opened at Woodfield Mall in Schaumburg, Illinois, with a fresh focus on trend-forward styles and curated experiences for parents. That store's features reportedly include DIY workshops, personalized embroidery and monogramming, and collaborations with local brands, though it's not confirmed whether the Cherry Hill location will carry all of those same elements.
A similar concept store is also planned for The Village of Rochester Hills in Rochester Hills, Michigan, by the end of the year, according to Retail Customer Experience. That location is set to include a toddler-tested playhouse and a kid-friendly interactive zone, along with a curated selection from across Carter's family of brands. Carter's and OshKosh B'gosh merchandise is sold through more than 1,000 company-operated stores across the United States, Canada and Mexico, as well as online, per the same outlet.
Rebrand and Turnaround Efforts Underway
The new store locations arrive as Carter's works through what it has called a comprehensive turnaround strategy begun in 2025, involving cost-cutting, increased full-price selling, store closures, and the opening or refreshing of other stores, according to WWD. The company also announced a rebrand in September that includes a new logo and marketing campaign aimed at keeping the 161-year-old company relevant to its core customers, as reported by CNBC. That rebrand is expected to roll out across Carter's channels this year, with additional retail and packaging changes planned for 2027, the network reported.
Financially, the retailer's most recent quarter was a mixed picture. Carter's reported third-quarter fiscal 2026 net sales of $752.5 million, down 0.7% from $757.8 million in the same period a year earlier, according to a Businesswire release of the company's results. Operating income, however, jumped 91.7% to $55.8 million from $29.1 million a year prior, and U.S. Retail comparable net sales rose 0.4% during the quarter, the release stated.
What Else to Expect at the Cherry Hill Store
Beyond the opening-day festivities, Carter's offers free hands-on DIY workshops in partnership with KiwiCo for children ages 3 and older at select locations, according to the company's own event listings. Registration is required for those sessions, but it does not guarantee a kit, since supplies are limited.
Shoppers looking for sizing specifics may encounter some inconsistency: Cherry Hill Mall's own store directory lists Carter's as offering children's clothing, gifts and accessories in sizes 0 to 8, while other reporting on the brand describes its broader range extending from newborns through size 14. It isn't clear which range applies specifically to the new Cherry Hill location.
