Gymboree banks on new apparel line in post-bankruptcy turnaround

Kids’ clothes retailer Gymboree is taking its first big step since emerging from bankruptcy in September; unveiling a rebranded apparel line and an increased tech push in an effort to appeal to the modern parent.

Gymboree filed for Chapter 11 in June 2017, after struggling with the shift to online shopping and ramped-up competition from retailers like Gap Inc. and Children’s Place Inc.

“We have spent the past nine to 10 months positioning the company, and the Gymboree brand in particular, for a turnaround,” said chief executive officer Daniel Griesemer, who took the helm in May 2017. “So nationwide, all new products, new brand positioning, new look and feel. Essentially, an all-new Gymboree.”

The chain is rolling out its refreshed product line Monday that includes more basic staples that better allow for mixing and matching — a defensive move against fast-fashion retailers that have taken a bigger share of the youth market.