By  on September 8, 2008

CHESTNUT HILL, Mass. — For its fifth store, Cusp has been renamed Cusp by Neiman Marcus, underscoring the contemporary concept’s link to its luxury retail parent.

“We found that with our customers who didn’t already know, [the name change] improved their perception and their interest in the store,” said Russ Patrick, managing director of Cusp by Neiman Marcus. The name also will be tested at the sixth store, which opens in Chicago’s Water Tower Place in November.

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