Rookie Kids Celebrates Grand Opening At South Bay Mall

TORRANCE, CA — A kid-focused shopping experience is coming to Del Amo Fashion Center with the opening of Rookie Kids on Saturday.

To celebrate the store's grand opening, the first 100 families in line will receive a gift box with a prize inside and a chance to win a gift card for Rookie Kids valued up to $500. The kid-focused store is a one-stop shop for trendy shoes and apparel, creating a time saver for parents, Director of Merchandising and Implementation Celena Yu told Patch.

"Rookie Kids is more than just a store; it's a place where kids can discover their unique style and feel confident," said Tristan Umali, regional manager at Rookie Kids. Rookie Kids aims to deliver that same feeling of confidence that comes with wearing your new sneakers to school for the first time. “We’re thrilled to be opening our doors at the Del Amo Fashion Center and bringing a fresh, exciting shopping experience to the community.”

The kid's fashion retailer offers a curated selection of footwear and apparel from top brands including Nike, Jordan, Converse, Hurley and Levi's. The store has a bright and colorful atmosphere with interactive displays and play areas to keep kids entertained while parents shop.

The creators of Rookie Kids said their mission statement is to champion kids' confidence through self-expression. The goal of creating the store is to bring a feeling of excitement to every kid that walks through the doors.

"Allowing kids to feel confident with a fresh outfit and cool sneakers while going to school or playing with their friends is at the core of what we do," Yu told Patch. "We want our premium kids clothing, footwear and accessories to keep families coming back."