Gymboree Reboots Brand Following Bankruptcy

Tim Denman
Editor in Chief
a man wearing a suit and tie
Gymboree is relying on new merchandising approach to return to profitability post-bankruptcy.

Gymboree is relying on new technology investments and merchandising approach as it looks to return to profitability post-bankruptcy.

At the forefront of the rebranding is a new on-trend product line that should hit the shelves just in time for back-to-school. Quality fabrics and comfortable designs are at the heart of the new collection, which features an all-new take on style.

“The new back-to-school assortment for Gymboree is exciting,” said Tina Canales, SVP & GM, Gymboree. “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 color in every detail. We are having a lot of fun.”

Gymboree’s product designers used customer insight and feedback to get the new collection just right.

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

In addition to the new product line, Gymboree is celebrating its relaunch with new partnerships, technology, and in-store events. To bring back brand loyalists and create new ones, Gymboree is reimagining the brand through:

  • A custom-made interactive mobile app called “Made You Smile” (available for both iPhone and Android users). The new app unlocks a layer of augmented reality, bringing the new Gymboree graphic tees for boys and girls to life. In addition to augmented reality, the Made You Smile app will also offer fun, snackable content and a “Smile Generator.”
  • Made You Smile app users will also have the opportunity to enter weekly drawings in Gymboree’s Surprize Surprize Sweepstakes for a chance to win prizes such as a trip to New York City or a new car, as well as instant win prizes while they shop in store.
  • A partnership with Color Factory  creates an immersive experience for the whole family. Open to the public next month in New York City, Gymboree and Color Factory worked with non-profit 826NYC to create a room within the Color Factory exhibit that will feature an ombre floating balloon installation and children's wishes for the future.
  • Enhanced in-store experiences that cater to both parents and children. Select remodeled stores will feature a fresh, contemporary design that reflects Gymboree’s new modern style, enhanced point-of-sale and a community table that will keep customers of all ages entertained.
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