Stein Mart has relaunched its Kids department, stocking apparel across the babies, girls and boys categories. The assortment is already available in most Stein Mart stores, and the children’s assortment at steinmart.com has been expanded.
The retailer is offering items from a number of name brands, including Little Me, Baby Essentials, Lucky, Champion and Nautica, and has added toys and shoes.
“This is an exciting opportunity for us to better serve the needs of our customer by expanding our product offerings,” said MaryAnne Morin, President of Stein Mart in a statement. “Years ago, Kids was a fairly sizable business for us and our customer has been asking us to bring it back. Kids will create incremental sales by attracting a new customer to Stein Mart, as well as increase basket size for existing customers that can now conveniently shop for their children in our stores and online.”
Stein Mart isn’t the only retailer moving further into the children’s market. Nike recently launched theAdventure Club subscription shoe service, which offers parents four to 12pairs of shoes per year with accompanying “adventure guides” full of outdoor activities. Target has bolstered its existing children’s offerings through a partnership with Disney that includes 40 store-within-a-store concepts and the addition of more than 100 products that were previously only available at Disney retail locations.
The revival of the Kids department is just one step Stein Mart has taken to boost its performance in recent months. The off-price department store also has installed Amazon lockers at nearly 200 stores, streamlined merchandising processes across its stores and e-Commerce site, and deployed POS-enabled tablets at all 283 locations to speed up the checkout process.