What Kevin&J Company does

Kevin&J Company is a privately held direct-to-consumer apparel retailer operating under the New Square brand. Firmographic records list the legal entity Kevin and J Company as founded in 2002, with headquarters in Lawrenceville, Georgia; the company's own website copyright dates from 2020, suggesting the current New Square brand presence began around that period. It sells trendy, affordable casual wear for men and women exclusively through physical retail storefronts located in shopping malls across the southeastern United States.

The product portfolio is narrow and focused on basics: jogger pants at $12.99 per unit, track pants, graphic t-shirts, and basic denim, organized into seasonal Spring/Summer collections for both genders. Pricing is heavily promotional, with bundle deals such as 2 FOR $25 graphic tees, 2 FOR $30 men's track pants, and 2 FOR $40 denim for both men and women. Distribution is entirely mall-based, with more than 40 storefronts across 10 states—Arkansas, Alabama, Florida, Louisiana, North Carolina, South Carolina, Mississippi, Georgia, Tennessee, and Virginia—including Cumberland Mall in Atlanta, Mall of Louisiana in Baton Rouge, and Northpark Mall in Ridgeland. There is no proprietary technology, no e-commerce transactions, no mobile application, and no disclosed API or integrations; the company website newsquareus.com is informational only.

The business model is one-time transactional apparel retail, with revenue generated through in-store purchases. The company is founder- or owner-controlled with no disclosed institutional investors, no funding rounds, no parent company, no M&A activity, and no public revenue figures. It targets individual male and female consumers seeking affordable, comfort-driven casual fashion in the Southeast, and runs a community scholarship program for college students as a brand-building initiative. With 29 listed employees supporting a 40+ store footprint, the corporate structure is highly lean, suggesting either a low-overhead operating model or that store-level sales staff are not captured in the headcount disclosure.

Name

Kevin&J Company

Legal name

Kevin and J Company

Website

https://newsquareus.com

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Short description

Kevin&J Company operates the New Square brand, a privately held mall-based apparel retailer selling affordable casual wear for men and women through more than 40 storefronts across 10 southeastern US states.

Ownership category

akta.pro rank

Headquarters

HQ city

Richmond

HQ country

United States

HQ region

North America

Offices39 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Operations, Personnel, Supply Chain, Marketing or Sales

Revenue model

1. Apparel Retail Sales: Revenue generated through direct retail sales of men's and women's clothing and accessories through physical mall-based storefronts. Products include casual wear such as jogger pants, track pants, graphic tees, and denim.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels2 records

Core offering

Kevin&J Company, doing business as New Square, is a mall-based apparel retailer that sells men's and women's casual fashion — jogger pants, track pants, graphic tees, and basic denim — at affordable unit and bundle price points. Products are organized into seasonal collections (e.g., Spring/Summer 2024) and ongoing promotional bundles, sold directly to consumers through more than 40 leased mall storefronts across 10 southeastern and Mid-Atlantic U.S. states.

Product overview

Kevin&J Company operates New Square as a fashion retail brand offering apparel for men and women. The product portfolio includes casual wear such as jogger pants, track pants, graphic t-shirts, and basic denim, organized into seasonal collections. The company sells promotional items at discounted bundle pricing and maintains brick-and-mortar store locations across multiple U.S. states.

Differentiator

Problem solved

Functional benefit

Products and services

• Jogger Pants Casual jogger pants offered in men's and women's sizing at $12.99 per unit, sold as part of New Square's ongoing promotional apparel assortment.
• Graphic Tees Graphic t-shirts for men and women sold as a 2-for-$25 bundle deal under the New Square promotional assortment.
• Track Pants Men's track pants sold as a 2-for-$30 bundle deal under the New Square men's promotional assortment.
• Basic Denim Basic denim jeans for men and women sold as a 2-for-$40 bundle deal under the New Square promotional assortment.
• Women's Collection 2024 S/S Spring/Summer 2024 women's fashion seasonal collection featuring the latest trends, sold through New Square mall stores.
• Men's Collection 2024 S/S Spring/Summer 2024 men's fashion seasonal collection featuring stylish contemporary designs, sold through New Square mall stores.

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators2 records

Recent moves4 records

Expansion highlights3 records

Emerging players

• Fashion Nova: Fashion Nova is a digitally native fast-fashion brand selling trendy joggers, denim, and graphic tees at sub-$25 price points, competing with New Square for the same value-oriented, trend-driven casualwear consumer through a primarily online channel.
• Shein: Shein is an online-first ultra-low-cost fast-fashion retailer whose price points, trend cycle speed, and assortment breadth directly threaten mall-based value apparel players like New Square, particularly in joggers, tees, and denim.

Direct peers

• Citi Trends: Citi Trends operates value-priced urban and suburban apparel stores (often in mall-anchored and strip centers) across the Southeastern US, directly overlapping with New Square's geographic footprint, customer demographic, and $10-25 price points.
• Rue21: Rue21 operates mall-based stores targeting young adults with affordable trendy apparel and accessories, sharing New Square's mall channel, Gen-Z customer base, and value-tier pricing strategy.
• Maurices: Maurices is a mall-anchored women's apparel retailer offering casual everyday fashion at affordable prices, comparable to New Square's mall-based distribution, female-skewing customer base, and trend-led assortment.
• Rainbow Shops: Rainbow Shops is a mall-based value apparel retailer serving fashion-conscious women, men, and children at low price points, closely mirroring New Square's bundle-driven, trend-following merchandising approach in similar mall real estate.
• Charlotte Russe: Charlotte Russe operated mall-based young women's fast-fashion stores at low-to-mid price points; though it has cycled through ownership, it remains a direct structural comparable to New Square's mall-channel, young-female-skewed value fashion model.
• Cato Corporation (Cato Fashion): Cato runs mall and strip-center value fashion stores primarily in the Southeast and Midwest, offering women's and men's apparel at comparable price points to New Square with a similar regional mall footprint.

Broad incumbents

• H&M: H&M is a global fast-fashion incumbent with extensive mall presence and affordable trend-driven apparel; it competes directly with New Square for price-sensitive mall shoppers while offering vastly broader assortment and brand recognition.
• Forever 21: Forever 21 is a long-standing mall-anchored fast-fashion retailer targeting young adults with affordable trendy apparel, overlapping with New Square's customer base and mall-channel strategy at a much larger scale.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights5 records

Customer concentration

• LinkedInlinkedin.com/company/kevin-j-company

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Kevin&J Company