GOODBYE LESLIE FAY: The Leslie Fay Co. has changed its name to LF Brands to reinforce its image as a holding company of diverse brands. It marks the first time since the firm was founded in 1947 by Fred Pomerantz that the corporate name will not contain the Leslie Fay moniker. The firm was named after Pomerantz’s daughter, whose brother, John, is still chairman of the firm.

According to company executives, the moderate overtone of the Leslie Fay name was cause for confusion, since the company caters to several different markets. It remains the moniker of its signature dress label, however.

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