A leading U.S. children's apparel manufacturer Carter's plans to open at least 40 new outlets this year in China, with a target of opening 200 stores by 2022 with at least 40 new outlets this year.

Carter's chairman and CEO Michael Casey stated that, the store will open 10 to 15 stores in major cities, including Shanghai, Hangzhou and Chengdu. The company has collaborated with listed retailer Pou Sheng International (Holdings), which manages more than 8,000 stores for international brands including Nike and Sketchers.

Describing China as the "largest and most important" international market, Casey says that they will target mass consumers in the country with affordable prices. He added that Carter's, which has been manufacturing children's apparel for 152 years, is "excited" about the growth opportunities that China has to offer. Half of the demand for Carter's e-commerce website, launched seven years ago, was from international customers, with Chinese consumers topping the rank.

The country's consumption of children's products is massive at about $12 billion and is expected to double to $25 billion by 2025 with the relaxation of the one-child policy. The company currently has 12 stores and an online shop on Alibaba's platform, Tmall. Half of the online demand for Carter's products was from international customers, with the most coming from China. The company has launched Weibo and WeChat social media accounts to interact with Chinese mothers about their products.

Though, the company is going to be considerate regarding how to grow, by continuously studying the market and understanding consumer's preferences. Jason Yu, general manager of Kantar Worldpanel China, says thatThe country's consumption of children's products is massive at about $12 billion and is expected to double to $25 billion by 2025 with the relaxation of the one-child policy.