The American group Carter’s, undisputed leader in the children’s fashion sector, announces its expansion in Morocco, thus constituting its first foray on the African continent. In a press release, the group explains that the establishment will be carried out in partnership with the Moroccan e-commerce platform Wlidaty, which specializes in items for mothers, babies and children. The group’s flagship brands, such as Carter’s, OshKosh B’gosh and Skip Hop, will initially be offered exclusively on the Wlidaty.com website, before Carter’s proceeds to open its own stores in the country.
Since its inception in 1865, Carter’s has become a leading brand in the U.S. children’s apparel market. Appreciated for the convenience it provides, the brand offers a wide selection of clothing, gifts and accessories for babies and children, combining quality and design, the release said. Alongside Carter’s, OshKosh B’gosh is another iconic children’s clothing brand, known internationally for its whimsical designs. Established in 1895 and integrated into Carter’s in 2005, OshKosh B’gosh celebrates the imagination and creativity of the children who wear its clothing, it adds.
Finally, Skip Hop, an international lifestyle brand, aims to make parents’ lives easier and brighter. Incorporated into Carter’s Group in 2017, Skip Hop rethinks, energizes and reinvents everyday products for parents, babies and toddlers, ranging from changing bags to strollers to bath toys.
For Carter, its partnership with Wlidat “represents an important turning point for both companies.” “On the one hand, Carter’s will consolidate its international footprint by moving into the African market, expanding its offerings. On the other hand, Wlidaty will benefit from the introduction of Carter’s iconic brands to strengthen its position in the children’s fashion sector in Morocco,” the statement concluded.