Birmingham-based Hibbett is launching a new e-commerce site and app devoted to children’s products.

Hibbett Kids carries the latest fashion and footwear styles for children with what the company says is an easy-to-navigate, expanded selection of children’s footwear, apparel and accessories.

CIO Bill Quinn said the site allows the company to engage with parents and caregivers in a more personalized way.

“We’re expanding our digital footprint to better serve today’s busy families and offering a more convenient, seamless, curated shopping experience from the nursery years through the teen stage,” Quinn said.

Shoppers can filter their searches by new arrivals, gender, size, color, brand, price, clothing or shoe type, trend and other categories.

It offers a selection of kid’s footwear and apparel for ages 13 and under. The sizing breakdown includes grade school/big kids sizes 3.5 to 7, preschool/little kids sizes 10.5 to 3 and toddler/infant sizes 1-10.

Shoppers can choose from Nike, Jordan, adidas, Baseball Lifestyle 101, Crocs, New Balance, Pro Standard, Reason and Streetz is Watchin,’ with new arrivals daily.

The site also flexible payment options, such as Klarna, and is available in mobile Android and iOS apps.