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Retailer will henceforth be called Destination Maternity
Mothers Work Inc. (Philadelphia) has announced a new corporate name. Effective immediately, the maternity apparel retailer will be called Destination Maternity Corp., reflecting the company's previously announced strategic restructuring and streamlining of its merchandise brands and store nameplates.
The name change was accomplished through the merger of a newly formed, wholly owned subsidiary, DM Newco, Inc., into Mothers Work Inc.
"When Mothers Work, Inc. was founded in 1982, our company's focus was exclusively on providing wear-to-work maternity apparel for the pregnant career woman,” said ceo Ed Krell. “However, long ago, we extended our reach and our brands to cover all apparel and related accessory needs of pregnant women, from casual to career to special occasion, from moderate-priced to luxury-priced, so the Mothers Work name no longer captures the scope or mission of our business. . . . With Destination Maternity effectively having become our umbrella brand, we believe the name . . . better aligns our corporate name with our merchandise brands, our store nameplates and our overall business scope. This corporate name change will not have any effect on the names of our merchandise brands or store nameplates.”
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