Crazy 8's market is "the customer that values great fashion, butat a price," said Matthew McCauley, chairman and CEO. Heacknowledged that this market has much competition, but said aprimary Crazy 8 differentiator would be the store'senvironment.

"Most of the competition offers a value-type experience, withconcrete floors. We see an opportunity not to talk down to thecustomer, many of whom don't necessarily have a lower income, butvalue different things and know children will grow out of theproducts. We want the customer to expect Ralph Lauren and be wow'dby the price. We want to beat the competition on quality ratherthan on price," he said.

In addition to lower prices, Crazy 8 will begin with addedemphasis on boys and also reach to kids who are a little older.While Gymboree carries sizes from zero to 12, Crazy 8 will go up tosize 14.