- Carter's unveiled its first major brand refresh since 2000 on September 15, 2026, featuring a new logo and a brand promise to let every child's light shine.
- The new marketing campaign, titled 'Watch Them Glow', debuted on the same day and will run through December 2026.
- In October 2025, Carter's announced it would close 150 stores and cut 300 jobs over three years due to financial challenges.
- Sharon Price John became the new CEO of Carter's in June 2026, previously serving as CEO of Build-A-Bear.
- Carter's reported a 5% growth in net sales, reaching $615 million during the second quarter of 2026.
Carter's has unveiled a significant rebranding effort, marking its first major refresh since 2000, with a new logo and the 'Watch Them Glow' campaign aimed at engaging Gen Z and millennial parents. The rebrand reflects a commitment to let every child's light shine, as articulated by CEO Sharon Price John and CMO Sarah Crockett.12
The new logo features a shooting star, symbolizing the individuality of children, and the campaign will be showcased across various platforms, including Nexxen, Roku, Disney+, and Hulu. This initiative comes as Carter's seeks to recover from a challenging period, including a 50% drop in stock over the past three years and a reported adjusted net income of $126.1 million for the 2025 fiscal year, down from $210.7 million the previous year.
Carter's is also implementing new marketing strategies, including a creator program and partnerships with organizations like Outward Bound and Boys & Girls Clubs of America. The company aims to resonate with modern parents, who, according to Pew Research Center, are raising their children with different values than previous generations. “We recognize that the market difference of our parents in the communities that we're serving is significant,” Crockett stated, emphasizing the brand's commitment to evolving with its customer base.
As Carter's embarks on this new chapter, Price John asserts, “We’re preserving what has made Carter’s essential while expanding how we put that trust to work.”
“The rebrand includes a new partnership with Outward Bound and a creator program called Light Makers, which will award up to 15 grants of $2,000 each. Carter's also reported a 5% net sales increase to $615 million in Q2 2026, and expects full-year net sales to climb 2-3%.”
Modern Retail
CNBC
