F OR WOMEN 35 or older who no longer like the tight, clingy clothes at Bebe or The Limited, there’s a new option that may be a better fit.Children’s clothing maker Gymboree Corp. is unveiling a new retail concept, Janeville, offering the 35-plus set comfortable, stylish apparel in a store designed to feel like a homey, woman’s cottage in, say, Sonoma.

With some 590 Gymboree children’s stores, and a 32-store Janie and Jack chain, Gymboree is searching for a new niche apart from its traditional staple of clothes and accessories for newborns and kids. The Burlingame-based chain is betting the lucrative, yet competitive women’s clothing arena will be it.  Analysts say there’s a push in the retail world to attract Baby Boomers.

The Gymboree children’s stores are slated to grow to 650 outlets, and the new Janie and Jack chain is expected to grow to 200 stores. The company is banking on Janeville to push future growth.

The first Janeville store opened last week at Valley Fair shopping center in Santa Clara. Two more Janeville stores will open later this month, including one in Burlingame. The Burlingame store will open at 1235 Burlingame Ave. in late April.

“We put a lot of thought into our sizing and cuts, and have paid attention to the smallest details on each item of clothing,” said Lisa Harper, Gymboree’s chairman and chief executive officer.
The first spring collection from the casual, upscale newcomer includes relaxed jackets and capri pants with floral-print linings. There are also knit tops, dresses, skirts and sweaters with special embroideries. The aim is to merchandise so “it’s easy for our customers to put together outfits and wardrobes,” said Kathy Lee, Janeville’s merchandising manager.

“We want to make it easy so our customers can find a piece or two that works well with what they already have,” said Lee, who was recently general merchandising manager for Brisbane-based Bebe Stores. New collections are expected to the delivered to the stores every two weeks.

Woven tops range from $48 to $68, dresses from $88 to $128 and pants from $68 to $88.

There is lots of cotton and the clothes are tailored loosely.

The storefront at the new Janeville in Santa Clara features a porch and residential-style windows you can peak through.

The stores feature weathered wood, and warm textures and colors. There also will be antiques, plants, one-of-a-kind fixtures and slipcovered furniture in the Janeville stores.

No question, Gymboree knows a lot about upscale women and their tastes. They’ve been shopping for years at Gymboree stores for their children.

Harper said the target customer is a modern, 35-year-old who grew up shopping at Bebe, Limited, Banana Republic and other upscale stores.

Gymboree plans to open 10 Janeville shops by the end of the year. It will open its second one in Bellevue, Wash., next week.

The company recently announced that it will move its 350 headquarters employees from Burlingame to San Francisco by the end of the year. It’s moving to San Francisco to attract the creative young talent pool of design workers. It also got an attractive real estate deal for space at Howard and First streets.

The company saw 2003 fourth-quarter profits rise 5 percent to $11.2 million.

Tim Simmers can be reached at

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