Maurices Opening Standalone Evsie Stores

The women’s apparel retailer launched Evsie, a tween clothing brand, earlier this year.
clothing items for children on display inside an evsie store
  • Women’s apparel retailer Maurices is expanding Evsie, its collection for tween girls.
  • The retailer opened three standalone Evsie stores on Nov. 10.
  • The brand — launched earlier this year — will now be sold in around 800 Maurices locations.

Women’s clothing retailer Maurices has opened standalone stores for Evsie, the tween clothing brand it launched earlier this year.

The retailer in a Nov. 10 release said it opened three freestanding Evsie stores, one in Jordan, Utah, another in Fargo, North Dakota, and a third in Boise, Idaho. The brand will also expand at Maurices’ own stores. According to the release, Evsie will have six pass-through locations at Maurices’ stores and more than 240 shop-in-shop experiences. 

The retailer said the brand will now be available for purchase at around 800 of its locations in the U.S. and Canada. 

"I am excited to open our first-ever Evsie stores and continue the expansion of this brand," said David Kornberg, CEO of Maurices, in the release. "We are thrilled to provide the tween girl and her mom comfortable fashion, with a great fit and amazing quality for its value. We are confident in our continued growth opportunities within the market space and are happy to offer Evsie to even more customers."

Maurices in total operates 900 stores in the U.S. and Canada. Kornberg in March joined Maurices as president and CEO after working as the president and CEO of Express. 

According to Maurices, the Evsie brand offers “comfort-conscious” clothing for tween girls ages 8-12. The retailer said it works to strike a balance between fashion-forward items and items that are “mom-approved.” It offers clothing in several categories that include denim, graphic tees, sweatshirts, dresses and accessories. Maurices also expanded the sizes offered in the collection, now offering sizes 7-14. 

The brand was launched earlier this year as a shop-in-shop experience of 50 of Maurices’ stores in the U.S. and on its website. In August, it expanded to 150 shop-in-shop locations, according to the retailer. 

"The evolution of Evsie came out of market research showing that our customers really want the same fashionable, age-appropriate, budget-conscious choices for their daughters," Kornberg said in a release earlier this year.