The Children’s Place Planning New Loyalty-Driven Credit Card Program

The Children’s Place, the Secaucus, New Jersey-based retailer that is the “largest children’s pure-play specialty apparel retailer in North America,” revealed plans on Thursday (July 14) to team up with Alliance Data on a new loyalty-driven, private-label credit card program, the two companies announced in a joint statement.

Alliance Data, a Columbus, Ohio-based provider of data-driven marketing and loyalty solutions, will acquire The Children’s Place’s existing portfolio of private-label credit card members and replace it with a new “tailored” credit card program designed to “leverage proprietary data-driven insights and a deep retail heritage to deliver a robust value proposition that recognizes and rewards cardmembers and complements The Children’s Place’s existing multi-tender loyalty program.”

Alliance Data is expected to close on The Children’s Place’s existing credit card portfolio by the fourth quarter of 2016.

“We are pleased to have the opportunity to work with The Children’s Place, and we look forward to enhancing the credit and loyalty programs to deliver more value to the brand’s loyal customers,” Melisa Miller, president of Alliance Data’s card services business, said in a statement. “We are confident we can deliver customized, targeted messages and solutions to support long-term loyalty and profitability.”

Alliance Data said that it believes its new The Children’s Place credit cards will be “consistent with its overall private-label credit card portfolio, and all new private-label credit card accounts will be consistent with existing credit quality standards.”

The Children’s Place operates 1,064 stores across the U.S. and Canada and has 110 international points of distribution operated by six franchise partners in 16 different countries.