Gymboree announces re-brand after bankruptcy reorganization

Like several other big box and department stores, Gymboree filed for bankruptcy. But unlike stores such as Toys “R” Us and Elder-Beerman that are closing for good, Gymboree is making moves to come back from its financial struggles.

The company that filed for Chapter 11 bankruptcy protection in June 2017 recently released a re-brand, targeting back-to-school shoppers.

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“We have spent the past year building the team and laying the foundation to meet the expectations of the modern parent and to begin providing a relevant experience in today’s retail environment,” said president and CEO Daniel Griesemer. “We have taken the time to learn exactly what parents want and kids are looking for and have used these learnings to create the products and experiences that will resonate.”

In addition to a new line of products, Gymboree released a mobile app called “Made You Smile.” In the app, customers will see products in augmented reality and be able to enter weekly drawings for various prizes.

The company is also looking to update in-store experiences with a new contemporary look.

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After announcing bankruptcy, Gymboree closed 350 stores nationwide including 11 Ohio stores. The closures impacted three area stores: the Dayton Mall, Tri-County Mall in Cincinnati and Tanger Outlets in Jeffersonville.

Gymboree currently has one store in Dayton at The Greene Town Center in Beavercreek and four stores in the Cincinnati area.

Now the Gymboree Group, which operates Gymboree, Janie and Jack and Crazy 8, has 380 Gymboree stores in the United States and Canada.

“We are confident we have a bright future for our company and the children who wear our clothing,” Griesemer said.


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