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Mothers Work Restructures, Streamlines Branding
July 02, 2008
Maternity apparel retailer Mothers Work Inc., Philadelphia, is planning a strategic restructuring and streamlining of its merchandise brands and store nameplates. The company's luxury brand, A Pea in the Pod, will expand to include its mid-market line, Mimi Maternity, beginning with the Spring 2009 collection, which will debut in November 2008. Also beginning with the Spring 2009 collection, Mothers Work's luxury brand will be rebranded as A Pea in the Pod Collection in an effort to highlight its exclusive designer brand positioning. The retailer's value-priced maternity apparel brand and nameplate, Motherhood Maternity, will remain unaffected by the changes.
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DDI visited the new JCPenney department store at Manhattan Mall in New York and spoke with store manager Joe Cardamone. Below is video of that conversation paired with a walk-through tour of the new store. For more on the JCPenney store, look out for DDI's November/December issue mailing out at the end of November.
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