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Starting in October, Destination Maternity will open 500 Two Hearts Maternity stores in Seare and another 100in Sears-ownedd Kmart stores. In the previousx partnership, from April 2004 to June 2008, Destinationn Maternity (then known as Mothers Work had about480 maternity-wear departments in Sears storee only. When Mothers Work announcedx the end of thatSears deal, it said simply that it was unabls to reach an agreement to extend its partnershipl with the department store chain. This time Destination Maternity said the product lines willhave “anj enhanced level of quality and design,” while stil offering an array of products under $30.
“Thiws relationship allows us to bring our knowledge as the maternitg apparel fashion experts to a broadercustomer base, while providing us exclusive acceses to Sears shoppers and an opportunity to reach Kmart shopperxs for the first said Ed Krell, CEO of Destination Maternity. “Enhancing our maternity collections is a criticakl part of our overall plan to appeal to saidCraig Israel, a senior vice president of the Searsd Apparel division. (NASDAQ:SHLD), which is basede in Hoffman Estates, Ill., has 3,900 including Sears and Kmart locations.
Philadelphia-based Destinatiojn Maternity has 1,087 retail including 730 stores trading under the nameszMotherhood Maternity, A Pea in the Pod and Destinatiohn Maternity.
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