Sears, Kmart Partner with Destination Maternity

Destination Maternity Corporation (Philadelphia) will offer a selection of value-priced maternity apparel fashions at more than 500 Sears locations, beginning in October 2009, with the re-launch of its exclusive Two Hearts Maternity collection. The new collection will also appear at 100 Kmart locations this fall.

Sears will offer the line as its exclusive maternity apparel at its stores. The brand represents a fashionable, new collection that includes career and casual sportswear as well as dresses, lingerie, swimwear and nursing sleepwear, with most items priced under $30. The line was previously offered in Sears stores, from April 2004 through June 2008.

“We are delighted to be partnering with Sears with a multi-year arrangement that we think is a win for both Destination Maternity and Sears,” says Ed Krell, ceo, Destination Maternity. “This relationship allows us to bring our knowledge as the maternity apparel fashion experts to a broader customer base, while providing us exclusive access to Sears shoppers and an opportunity to reach Kmart shoppers for the first time.”

Craig Israel, senior vp and president of Sears Apparel of Sears Holdings, adds, “Sears is committed to meeting a woman's fashion needs throughout every phase of her life. Enhancing our maternity collections is a critical part of our overall plan to appeal to families.”