Children's Orchard Sets Out To Redefine Resale as "Classy" With New Marketing Campaign

Children’s Orchard, a 25-year-old retail leader in gently used and quality name-brand children’s clothing and products, is making noise with a new, persuasive re-branding campaign that definitively sets the record straight with U.S. consumers: there is such a thing as upscale-resale.

The branding campaign, complete with a new Children’s Orchard tagline – “FIND A TREASURE. SAVE A FORTUNE.” – is set to launch in January, 2005. It’s aimed at middle-to-upper income families with children and grandparents – the retail chain’s key customer target audience.

“Children’s Orchard has seized the opportunity to redefine resale as a cool alternative to traditional retail,” said Taylor Bond, President and CEO. “First, we created the new category of upscale-resale with a classy, boutique environment unlike consumers had ever experienced. Now, our new marketing campaign really drives home the point with strong messaging and a new look that screams quality brands, chic and sophistication,” Bond said.

Children’s Orchard, with nearly 100 locations in 24 states, is on the fast track to growth, having opened six stores in 2004, with projections of adding 20-30 more in 2005. Thriving in communities with high concentrations of young families, Children’s Orchard sells 5 million items to approximately 1 million customers each year. According to Bond, new customers are pleasantly surprised by Children’s Orchard’s classy atmosphere, quality products and the idea of being handed cash for items their own children no longer need.

“Children’s Orchard is a discovered treasure for parents and grandparents wanting fashionable, quality and stylish items for their children and grandchildren,” Bond said. “Discovered treasure is the essence that describes what is at the soul of Children’s Orchard. It captures the customer benefit and defines the Children’s Orchard experience. There is an element of surprise and delight when you walk in the store. Customers are engaged in the hunt, and when they find the treasure they feel good … whether it’s the extra cash in their pocket or the special item in their bag. People never know exactly what they will find in our stores, but they know what they find will be of great value.

”Children’s Orchard, offering name brand clothing, toys, equipment, furniture and accessories for children up to 9 years old, gives parents an upscale environment they feel proud to do business with. In addition, the chain also provides an outlet for charity – items brought in that don’t meet Children’s Orchard quality standards for selling can be left at the store for donation to local organizations serving the needy. 

“Our concept strongly appeals to parents because we help them afford fashionable, quality clothes and other products for their children, and at the same time we pay cash or give them store credit for quality clothing, toys, cribs, strollers and accessories that their kids no longer use,” he said. “And we’re seeing significant growth on the Franchise side as well, as entrepreneurs realize how Children’s Orchard stands out as a tremendous opportunity in an economy where savvy shoppers continue to seek the best value for their dollar,” said Bond, adding that Children’s Orchard projects to have 300 locations open by 2007.  

The new Children’s Orchard branding campaign builds on the chain’s emphasis on high-quality standards and friendly customer service. For example, one of the new taglines, “It’s Better Than a Sale, It’s Resale,” amplifies how Children’s Orchard always offers quality and major brands at low prices, versus the occasional so-called “sale” at traditional retail stores. According to Bond, Children’s Orchard franchise owners follow strict guidelines when purchasing products, making sure that all clothing is the current style and in great condition and that all toys and other products work, are safe and are in good shape. For safety’s sake, Children’s Orchard won’t buy or sell car seats, items that have been recalled or used stuffed animals. In addition to resale items, stores also offer a line of new products carrying the Children’s Orchard brand name, including socks, tights, underwear and other items.

bout Children’s Orchard
Founded in 1980, Children’s Orchard is the nation’s first franchise of gently used and new name-brand kids stuff.  With nearly 100 franchise locations in 24 states, each Children’s Orchard location buys and sells quality used and new children’s brand name clothing, toys and accessories in an upscale retail environment.  Children’s Orchard stores are designed to emphasize quality, value, comfort and commitment to the local community.