March 21, 2011, 3:15 PM

The web grows 30% for The Children’s Place

E-commerce in 2010 accounted for 8.6% of total sales.

Mark Brohan

Research Director

Lead Photo

The web grew while comparable-store sales fell for The Children’s Place Retail Stores Inc. in 2010.

For the year ended Jan. 30, The Children’s Place, No. 123 in the Internet Retailer Top 500 Guide, reported:

  • Web sales increased 29.5% to about $143.6 million from $110.9 million in 2009.
  • Total sales increased year over year 1.8% to $1.67 billion from $1.64 billion.
  • Comparable-store sales declined 4.7%.
  • Net income decreased 6% to $83.1 million from $88.4 million in 2009.

“The Children's Place made significant progress in 2010,” says CEO Jane Elfers. “We increased top-line sales through growth in our e-commerce business and the opening of 67 new stores, primarily in value centers.”

Internet Retailer calculates the web accounted for 8.6% of total sales compared with 6.8% in the prior year.

For the fourth quarter:

  • Web sales increased 32.5% to $37.5 million from $28.3 million in the fourth quarter of 2009.
  • Total sales declined year over year 2.1% to $453.2 million from $462.8 million.
  • Comparable-store sales declined 9%.
  • Net income declined 5.9% to $32.1 million from $34.1 million in Q4 2009.

Internet Retailer calculates the web accounted for 8.3% of total sales compared with 6.1% in the prior year quarter.

Comments | 1 Response

  • Buyer beware! As a long-time Children's Place shopper, I assumed that the items sold on the website were the same high-quality, out-grow-before-it-wears-out merchandise the store is known for. Was I wrong! When I tried to contact the online store and the president re: the shoddy quality I was a) ignored and b) sent a standard e-mail to ship the items back for the store's 'review' or last word on it. I would be out of pocket for the original shipping and handling and THEY would decide if my complaint was worthy of rectifying. I mentioned this to friends who are also Children's Place shoppers and they confirmed that CP's online merchandise isn't necessarily the high-quality clothing you get in the physical store. As a professional communicator and website developer, I know the importance of a consistent message and of delivering the same quality product wherever you operate. Hey, Children's Place, no more online shopping at your website for me!!!!

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