Maurices opens freestanding stores of tween brand Evsie - The Entrepreneurial Way with A.I.


Monday, November 14, 2022

Maurices opens freestanding stores of tween brand Evsie


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Dive Brief:

  • Alongside other brands targeting tween shoppers, Maurices, the women's fashion brand, is opening three stores for its tween brand Evsie in West Jordan, Utah; Fargo, North Dakota; and Boise, Idaho, according to a Thursday press release.
  • The brand will also be available at six Maurices locations and more than 240 shop-in-shops across the U.S., making it available at almost 800 locations in the U.S. and Canada.
  • Tailored to tweens, the Evsie brand features denim, graphic tees, sweatshirts, dresses, accessories and other product categories.

Dive Insight:

The expansion into more physical stores marks the rapid growth of Evsie. After launching in February and introducing products to select stores and online in late March, Maurices went on to offer the tween brand to an additional 100 Maurices stores in August. 

"I am excited to open our first-ever Evsie stores and continue the expansion of this brand," David Kornberg, CEO of Maurices, said in a statement. "We are thrilled to provide the tween girl and her mom comfortable fashion, with a great fit and amazing quality for its value. We are confident in our continued growth opportunities within the market space and are happy to offer Evsie to even more customers."

But as Maurices expands the Evsie brand into more physical stores and shop-in-shops, companies have also debuted brands targeted toward the same demographic. Last year, The Children's Place launched the Sugar & Jade tween brand, complete with five apparel and accessory collections with sizes ranging from 8 to 22. In a similar move, Francesca's introduced Franki as a standalone brand for tweens.

Joining other brands in creating tween-targeted products, Victoria's Secret introduced Happy Nation, a gender-inclusive and size-inclusive brand for children and teens aged 8 to 13. But unlike Maurice's, Victoria's secret only sells Happy Nation online.


Tatiana Walk-Morris, Khareem Sudlow