The international children's clothing brand Carter's announced a massive expansion plan in Argentina, with the goal ofopening 30 stores across the country over the next five years.
The initiative marks a strong commitment to the local market in a context of greater economic openness and growing arrival of international brands, thanks to the successful economic plan of the Government of Javier Milei.
The project will be carried out by The New Baby Company (TNB), a company created from the alliance between Argentinian businessmen who already represented the brand in the country and a Uruguayan group that operated the business in the neighboring market. The estimated total investment is around 10 million dollars.
President Javier Milei.
The first stage of the plan
The first step in this new phase will be the opening of a store in Galerías Pacácio, scheduled for May 8. The space will be located on the first floor of the mall, will cover an area of 100 square meters and will offer the complete Carter's collection, along with products from OshKosh B'gosh, another of
the brands of the American group.
For the time being, the holding company's third brand, Skip Hop, specializing in baby accessories, will not be part of this initial opening, although its incorporation in later stages of the expansion plan is not ruled out.
Growth will be progressive but sustained. According to the company, at the beginning of June, a second branch will open in another shopping center in the City of Buenos Aires, also operated by IRSA, although its location has not yet been officially confirmed. By the second half of 2026, the group plans to add between two and three new locations, combining its own openings with
franchises. A local of the brand.
Among the options under analysis, the possibility of installing an outlet in the Palermo area, a key commercial hub for clothing brands, is also being evaluated, where remnants from previous seasons could be
channeled.
“The company's strategy is based on the expansion and development of these brands in Argentina,” explained the general manager, Cecilia Carbajal, who recently took on the challenge of leading this process. The executive, with extensive experience in the field, stressed that the current context presents opportunities for those who manage to adapt quickly to new market conditions
.
“Consumption is there, our numbers support it, but the customer is more demanding: they are looking for price and quality,” said Carbajal, while stressing that Carter's value proposition aims precisely at that balance.
The expansion of the brand takes place in a broader scenario of transformation of the Argentine market. The easing of imports and trade openness encouraged the arrival of new international brands and reactivated investor interest in the retail sector
