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Carter's makes and sells baby and kids clothes, mostly under its own brands.
Carter's sells clothes for babies and young kids. That's basically the whole business. It makes money when parents, grandparents, and gift-givers buy tiny onesies, pajamas, and toddler outfits. The company sells through three main channels: its own stores, its website, and big retailers like Walmart and Target who stock Carter's brands on their shelves. Roughly half of sales come from its own stores and online, and the other half from wholesale partners. It also owns OshKosh B'gosh, a second brand that's been around for over a century and is known for denim overalls and durable play clothes.
Think of it as the default clothing brand for American babies. When someone needs a gift for a baby shower, Carter's is often the first name that comes to mind. That brand recognition is the company's biggest asset. It doesn't try to be fancy or trendy. It aims to be affordable, reliable, and everywhere. The company is headquartered in Atlanta, Georgia, and most of its revenue comes from the United States, though it also sells in Canada and Mexico.
Carter's has faced real challenges lately. Birth rates in the U.S. have been falling, which shrinks the customer base. Inflation has made parents more careful about spending. And big retailers have been ordering less inventory to avoid getting stuck with unsold clothes. Revenue has been roughly flat to slightly down, around $2.8 billion annually. The company has been closing underperforming stores and cutting costs. It also pays a dividend and has bought back shares, returning cash to investors. The stock has fallen significantly from its pandemic-era highs, and the market cap now sits around $1.5 billion, reflecting Wall Street's concern that fewer babies means fewer onesies sold.
Saved answer · last researched 12 Oct 2026