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Carter’s, Inc. is a designer and marketer of children’s clothing. It was established by William Carter in 1865. 

History of the brand 

William Carter founded the William Carter Company in Needham, Massachusetts in 1865. Carter was born in 1830 in Alfreton, Derbyshire, England. He moved to America in January 28, 1857 where he met and married Martha Lee. They both had four children – William Henry Carter, Mary Elizabeth Carter, John J. Carter, and Horace A. Carter. 

William Henry Carter became president of the William Carter Company in 1918. By 1960, the business operated seven mills across Massachusetts. It would later be sold in 1990. 

In the early 2000s, the company partnered with Target Corporation to create the ‘Just One You’ clothing line which was exclusively offered at Target stores. Carter would also create exclusive lineups for Amazon and Walmart. All brands sold the same types of clothing such as dresses, pajamas, and bodysuits. They were, however, run by different design teams and under different pricing policies. 

In 2005, Carter’s was bought for $312 million by one of its biggest competitors – OshKosh B’gosh. Seven years later, it opened a 1,000,000 square foot distribution center in Braselton, Georgia to support its retail, wholesale, and e-commerce businesses. It hoped to provide up to 1,000 job opportunities at the facility by 2015. 

In 2017, Carter’s bought Skip Hop Inc. for $140 million cash and $10 million in future payments. This was a company based in New York that sold products for infants and children. Fireman Capital Partners had previously owned a majority stake in Skip Hop Inc. 

Carter’s had up to 1,060 branded outlets and stores by 2019. These were run alongside other third-party retailers that sold its apparel. Plans are currently underway to open 100 more mid-tier stores in the coming years. 

Business directions

Carter’s offers its own products through its own Carter’s stores, website, OshKosh B’gosh stores, and other outlets like department stores. It markets children’s products and clothing under multiple brand names. In addition to Skip Hop, OshKosh B’gosh, and Carter’s brands, it offers different labels for specific retailers. These include Just One You, Precious Firsts, and Genuine Kids for Target Corporation; Child of Mine for Walmart; and Simple Joys for Amazon. Each logo includes a ‘made by Carter’s’ mark except for Genuine Kids.

Key Facts

In 2019, Carter’s represented a quarter of all clothes sales for newborns and children’s sleepwear. A research that was carried out by a market research firm in 2019 found that 80% of baby boomer parents and 90% of millennial parents had shopped at Carter’s store in the last year. 


Carter’s stocks the most adorable items for children. Whether you have a baby on the way or want to shop for someone that does, Carter’s is a great place to start. You get clothes, pajamas, shoes, and accessories for all children. This includes gender-neutral items if you still want to keep the gender a secret and clothing for boys and girls that are a bit bigger. 

Typical Hours of Operation

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Locations: 688 locations in 49 states and 585 cities.


  • Shoe Stores
  • Swimwear & Accessories
  • Children & Infants Clothing
  • Boys Clothing
  • Girls Clothing

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