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The Children’s Place, a retailer of children’s clothing, has launched Sugar and Jade teenage line.

The brand’s new apparel, footwear, and accessories brand has launched five new collections. It will continue to be a digital-only brand. It will be available on the brand’s own website and on The Children’s Place’s e-commerce platform.

Jane Elfters is the president and CEO at The Children’s Place. “Based on our leadership in big girls’ accessories and apparel, we are uniquely placed to retain our customer as she transitions to The Children’s Place brand,” Jane Elfters said. “We have more than four million customers, so we are marketing the brand immediately. Additionally, we plan to implement an “always-on” strategy that encourages customer acquisition.”

Sugar and Jade will use the brand to highlight mentor stories and give a platform for tweens and teens to share their fashion experiences. With its slogan “Be Ur True Self”, the new label hopes to encourage individuality.

Brands also offer a free shopping, no minimum purchase, and free returns every day policy. Customers can receive special offers and access to exclusive events through the loyalty program.

Jennifer Groves, senior vice president of creative and marketing at The Children’s Place said that “We consistently receive positive feedback from customers about our big girls’ assortment. We are confident that Sugar & Jade will fulfill the needs of our tween girls by combining our deep understanding and market research.

woman wears black tank top