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At Urban Kids, knowing the consumer’s wants and needs is the key to success. Often the first to hop on a trend bandwagon, tweens waste no time hitting the malls in search of the next best thing in clothing, accessories and lifestyle products. Constantly changing, we are always one step ahead of our vibrant and trendy customer. The tween market is largely under-served, with few retailers taking the time to recognize the tween's unique point of difference and their need for a differentiating point of view. With Urban Kids, we have created a fun, uplifting shopping experience that reflects the diversity of taste in girls and boys from ages 4 to 14. We focus on the looks they love and trends of the moment with better than boring basics they always need. Not looking to simply emulate an older demographic, tweens want to set themselves apart from their older peers by creating their own look and identity. This awareness was the genesis of the Siblings/Urban Kids banner in 1999. As this generation’s tweens migrate out of Urban Kids to one of our other divisions and the next generation enters, we are constantly evolving and defining the look and the experience.