Sharon Price John, who steered Build‑A‑Bear’s revival, will assume the helm of Carter’s as its new chief executive, effective mid‑June. The apparel brand, focused on baby and kids’ clothing, dismissed former CEO Douglas Palladini after a little over a year. Interim chief Richard Westenberger will oversee operations until John arrives and support a strategic turnaround for shareholders in the near term.

John’s 13‑year tenure at Build‑A‑Bear saw the toy retailer shift from niche to mainstream, expanding product lines and e‑commerce. Before that, she led Stride Rite’s Children’s Group and held senior roles at Hasbro, Mattel and Disney’s Playskool. Investors view her track record of scaling brands and driving online growth as a potential catalyst for Carter’s sluggish margins for its.

With John’s appointment, Carter’s signals a shift toward aggressive digital expansion and brand revitalization. Her experience in turnaround and e‑commerce could help lift the company’s $4.5 billion revenue stream, currently pressured by shifting consumer habits. The board’s decision underscores a focus on long‑term value creation for shareholders, rather than short‑term cost cuts and maintain market share growth in the current cycle.