Carter's
Carter's, Inc. · United States
Carter's is an American children's apparel brand founded in 1865 and the largest specialist marketer of young children's clothing in the United States. The listed company, Carter's, Inc., is based in Atlanta and also owns OshKosh B'gosh and Skip Hop. Sharon Price John became chief executive in June 2026.
| Founded | 1865, Needham, Massachusetts |
|---|---|
| Founder | William Carter |
| Owner | Carter's, Inc. (NYSE: CRI) |
| Headquarters | Atlanta, United States |
| Chief executive | Sharon Price John (since 2026) |
| Brands | Carter's, OshKosh B'gosh, Skip Hop, Little Planet |
| Website | carters.com |
What is Carter's?
Carter's is a US brand of baby and young children's clothing and the main brand of Carter's, Inc., which is listed on the New York Stock Exchange. The company describes itself as the largest specialist marketer of young children's apparel in the United States. Its portfolio also includes OshKosh B'gosh, Skip Hop and Little Planet.
History
William Carter founded the William Carter Company in Needham, Massachusetts, in 1865, initially making knitwear. The company grew into a leading supplier of babywear and later moved its headquarters to Atlanta, Georgia. It acquired OshKosh B'gosh and later Skip Hop, broadening into older children's clothing and baby gear.
Leadership has recently changed. Douglas Palladini became chief executive in April 2025 but left in May 2026; Sharon Price John, previously chief executive of Build-A-Bear Workshop for 13 years, took over as chief executive and president on 15 June 2026, according to FashionUnited. The company reported full year 2025 net sales of 2.90 billion dollars amid significant margin pressure from tariffs.
Products and positioning
Carter's sits in the value to mid-market segment, focusing on everyday essentials. Its range includes:
- Baby bodysuits, sleepers and multipacks
- Toddler and kids' clothing and pyjamas
- Baby gear and accessories through Skip Hop
- Playwear and denim through OshKosh B'gosh
Business model and distribution
Carter's operates a combined direct to consumer and wholesale model. It runs Carter's and OshKosh B'gosh stores and outlets and its own e-commerce, while wholesale customers include department stores and mass merchants. The company also produces exclusive brands for Target, Walmart and Amazon. In 2025 it announced office job cuts and store closures in response to tariff pressure.
Why it matters
Carter's is the benchmark for mass market babywear in the United States. Its exposure to tariffs, falling birth rates and changing retail channels makes it a bellwether for the wider childrenswear industry.
Frequently asked questions
Who owns Carter's?
Carter's is owned by Carter's, Inc., a publicly listed company traded on the New York Stock Exchange. The group also owns OshKosh B'gosh, Skip Hop and Little Planet.
Who is the CEO of Carter's?
Sharon Price John became chief executive and president of Carter's on 15 June 2026. She previously led Build-A-Bear Workshop and succeeded Douglas Palladini.