Yahoo · Sep 15, 2026
Carter’s is getting a new look. Here’s what’s changing amid rebrand
Carter’s is getting a new logo as the children’s retailer said it's looking to connect with a new generation of parents.
CR
NASDAQ · CRI
Carter's, Inc.
Consumer Cyclical · Apparel - Retail
$29.03
Up+$1.00 (+3.44%)
Updated Sep 17, 2026, 4:14 PM
SID Score
4.5/10
Composite research score
Smart Money
—
Institutional and insider signal
- Market cap
- 1.21B
- P/E ratio
- 13.19
- Dividend yield
- 5.34%
- 52-week range
- $27.15 – $44.44
- Volume
- 1.74M
- Avg. volume
- 1.19M
Price performance
CRI price history
1M range · 20 trading sessions · Daily adjusted prices
CRI closed at $29.03 after 20 trading sessions, down 21.98% for the selected period.
- Last close
- $29.03
- Period change
- -21.98%
- Period low
- $29.03
- Period high
- $37.21
Daily close
View OHLC price history
| Date | Open | High | Low | Close | Volume |
|---|---|---|---|---|---|
| Sep 16, 2026 | $29.35 | $30.095 | $29.03 | $29.03 | 1.74M |
| Sep 15, 2026 | $30.70 | $30.815 | $28.86 | $29.15 | 1.98M |
| Sep 14, 2026 | $30.08 | $31.34 | $30.08 | $30.50 | 1.43M |
| Sep 11, 2026 | $30.53 | $31.03 | $30.09 | $30.43 | 2.32M |
| Sep 10, 2026 | $31.49 | $31.80 | $30.02 | $30.19 | 2.04M |
| Sep 9, 2026 | $32.76 | $32.90 | $31.98 | $32.07 | 1.75M |
| Sep 8, 2026 | $33.60 | $33.73 | $32.17 | $32.28 | 1.62M |
| Sep 4, 2026 | $32.90 | $33.585 | $32.35 | $33.55 | 1.49M |
| Sep 3, 2026 | $32.85 | $33.49 | $31.57 | $33.15 | 1.44M |
| Sep 2, 2026 | $32.16 | $32.75 | $31.8001 | $32.41 | 1.17M |
| Sep 1, 2026 | $31.27 | $32.68 | $31.20 | $32.00 | 1.49M |
| Aug 31, 2026 | $33.40 | $33.40 | $32.05 | $32.39 | 1.83M |
| Aug 28, 2026 | $33.68 | $34.00 | $33.45 | $33.55 | 1.06M |
| Aug 27, 2026 | $33.92 | $34.02 | $33.20 | $33.34 | 1.02M |
| Aug 26, 2026 | $33.68 | $34.60 | $33.45 | $34.28 | 1.02M |
| Aug 25, 2026 | $34.24 | $34.62 | $33.61 | $33.91 | 1.21M |
| Aug 24, 2026 | $35.53 | $35.81 | $33.96 | $34.33 | 2.54M |
| Aug 21, 2026 | $36.40 | $36.92 | $35.455 | $35.77 | 1.36M |
| Aug 20, 2026 | $36.47 | $36.47 | $35.24 | $36.24 | 1.26M |
| Aug 19, 2026 | $37.30 | $38.03 | $36.95 | $37.21 | 1.15M |
Latest CRI news
The latest Smart Investors Daily articles mentioning CRI.
Stock researchCompany · Overview
CRI research
Overview
Company profile and research snapshot.
Company profile
Carter's Inc makes apparel for babies and children under brand names including Carter's and OshKosh B'gosh. It sells its products through a multi-channel business model, which includes retail stores, eCommerce, and wholesale sales channels, as well as retail omnichannel capabilities in the United States and Canada, which enables it to reach a broad range of consumers around the world. The company operates in three segments; U.S. Retail, U.S. Wholesale, and International. The majority of revenue is derived from U.S. Wholesale segment. The company predominantly sources products through contract manufacturers in Asia. It has multiple distribution centers in the U.S., in addition to distribution centers in Canada and Asia that serve international customers.
Visit company websiteAnalyst outlook
Consensus and target data currently published for this company.
- Consensus
- —
- Average target
- $27.50
- Implied upside
- —
- Analysts
- —
| Date | Firm | Rating | Target |
|---|---|---|---|
| Sep 9, 2026 | BMO Capital | Outperform | — |
| Jun 17, 2026 | Wells Fargo | Equal-Weight | — |
| May 11, 2026 | UBS | Neutral | — |
| Apr 29, 2026 | Wells Fargo | Underweight | — |
| Mar 26, 2026 | Needham | Hold | — |
News briefing
Generated Sep 17, 2026, 3:21 PM
Why Is CRI Up Today?
Carter's, Inc. gained 2.74% today as the children's apparel company unveiled a significant brand refresh aimed at modernizing its image and capturing younger consumer demographics. The rebrand, featuring a new logo and the "Watch Them Glow" campaign, signals management's strategic effort to remain relevant amid shifting consumer preferences toward millennial and Gen Z parents.
Bottom line: Carter's modest gain today reflects measured optimism around its strategic rebrand aimed at younger demographics, though the market is appropriately cautious until execution results materialize. Investors should monitor upcoming quarterly earnings reports and comparable store sales metrics to assess whether the "Watch Them Glow" campaign successfully translates brand awareness into actual sales growth.
Yahoo · Sep 15, 2026
Carter's rebrands with new logo and Watch Them Glow campaign
The 161-year-old children's clothing company is targeting Gen Z parents with a refreshed visual identity and a new brand promise
Yahoo · Sep 15, 2026
PebblePost Names Adam Soroca CEO to Advance Purchase-Powered Multichannel Marketing
NEW YORK, September 15, 2026--PebblePost today announced the appointment of Adam Soroca as Chief Executive Officer. Since its founding, PebblePost has uniquely enabled marketers to harness the predictive power of purchase data to determine exactly which consumers will convert across online and offline channels.
Yahoo · Sep 15, 2026
Carter’s Shines a New Light on Childhood with Evolved Brand Promise, Refreshed Identity and "Watch Them Glow" Campaign
ATLANTA, September 15, 2026--Carter’s, Inc. (NYSE: CRI), North America’s largest and most-enduring apparel company exclusively for babies and young children, today unveiled an evolution of its namesake Carter’s brand anchored by a new brand promise, or North Star, to "Let every child’s light shine."
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