Since it acquired B'Gosh, Carter's has attempted to market the Oshkosh-based clothier's products as an upscale version of its own brands. At the same time, it also sought to revitalize B'Gosh's
lagging wholesale business. Carter's, which paid $312 million for the company in July 2005, was hoping to carve out a new niche for the brand.
But the first six months of the
Atlanta-based Carter's fiscal year has seen significant decreases in sales, closed facilities and a major devaluation of B'Gosh assets. That's led market analysts to question whether Carter's can stop
B'Gosh's downward sales spiral.
The brand Oshkosh was once one of the top recognizable brand names. Unfortunately, that has been lost over time. Whether Carter's can regain that luster
remains to be seen.
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