- Gymboree relaunched on Monday with a bold new look.
- Some shoppers are complaining that its new, trendy styles are inappropriate for toddlers.
- Others say the store’s prices are too high and that they want the old Gymboree back.
Gymboree’s comeback is causing a stir among parents on social media, but not for the reasons it might have hoped for.
The San Francisco-based kids’ clothing store relaunched with a new look this week after filing for Chapter 11 bankruptcy protection in June 2017. It closed 350 of its 1,281 stores after the bankruptcy filing.
“The new back-to-school assortment for Gymboree is exciting. The clothes are fun, confident and optimistic, with a focus on quality and comfort,” Tina Canales, senior vice president of Gymboree, said in a statement to the press on Monday.
“Our new assortment was designed for both parents and kids, with an adult sense of style and a kid sensibility, reflecting quality in fabric, design and colour in every detail,” she added.
But this “adult sense of style” doesn’t seem to be going down as well as anticipated.
“I was looking at the new website and found NOTHING I liked! Nothing says ‘back to school shopping.’ Not happy,” one shopper wrote on the company’s Instagram page.
“I agree!” another customer replied. “I have gymbucks to use and there is absolutely nothing I want to use them on. They have completely alienated their target market. This will be the nail in Gymboree’s coffin.”
Another wrote on Instagram: “Your ‘new Gymboree’ is complete garbage. Bring back the bright KID appropriate clothes.”
“While we are proud of our new image, I do recognise that it may not appeal to everyone. The overwhelming majority of existing customers, as well as new customers, have reacted very positively to the relaunch and new clothing line,” Daniel Griesemer, the company’s CEO said in a statement emailed to Business Insider.
Gymboree had long been known for stocking clothes with bright colours and whimsical prints and embroidery.
Customers also have complaints about the high prices.
“That sweatshirt looks like a walmart special. $US40?! Gymboree? No no no. What are you doing? The people responsible for this ‘rebranding’ need to be fired,” one shopper wrote on Instagram.
Girls’ dresses cost between $US29.95 and $US59.95 outside of the sale. Boys’ jeans cost between $US39.50 and $US44.50.
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