"Based on our leadership position in the big girls' apparel and accessory space, we are uniquely positioned to retain our tween customer as she transitions from The Children's Place brand to her next style stage," Elfers said in a statement. "We have over 4 million customers to whom we are immediately marketing this exciting new brand, and we will deploy an 'always on' strategy that drives customer acquisition, while also migrating the current The Children's Place customer to Sugar & Jade at the appropriate moment in their purchase journey."