GoKawiilRetailers and startups race to capture $100 billion US tween market
A wave of new brands and established retail chains are targeting 11-year-old girls, rebuilding a category of stores, products and media once dominated by names like Claire's, Limited Too and Delia's. Industry figures cited in the report describe the tween segment as worth roughly $100 billion, with one retailer saying there is significant market share still up for grabs.
GoKawiil's interpretation of the reporting above, not reported fact.
The resurgence suggests brands see tweens as an underserved demographic with substantial spending power and influence over household purchases, filling a gap left as older tween-focused chains faded. It may also signal renewed competition for attention among young consumers who now shop and socialize primarily through digital platforms rather than mall visits and print magazines.
- The US tween market is estimated at around $100 billion by industry participants
- New startups are entering alongside established retailers to serve 11-year-old girls
- Retailers see substantial untapped market share compared to earlier tween retail eras
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See Lip Smacker Lip Balm Party Pack on Amazon → Affiliate link — we may earn a commission on purchases, at no extra cost to you. Product picked by AI based on this article; it is not a tested recommendation.Source: fastcompany.com, 2026-09-29
Published there as: “The $100 billion comeback of the American tween”
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