The idea mirrors what Old Navy is to Gap and Banana Republic: a lower-end children's apparel store targeted at customers with a smaller household income than those who shop at Gymboree and Janie & Jack.

Set to launch in the second half of 2007, Gymboree plans to open at least 10 Crazy Eight retail stores in 3-4 test markets across the country. These stores will be found in traditional malls, more upscale "lifestyle centers", and other venues. The stores will be similar in size to the Gymboree Outlet stores, and will showcase a broader range of sizes, with clothing and accessories for newborns up through size 14.

The concept behind the name "Crazy Eight" is that children and their families are crazy eight days a week, from the time they wake up in the morning and hurry off to school, rush to sports activities, and visit with friends and relatives, until they fall into bed at night. Kids are going nonstop from 8am to 8pm, and Gymboree wants to clothe and accessorize them the whole time.