NEW YORK — GE Consumer Finance said Thursday it formed a new business unit, the Specialty Retail Group, as a way to serve midmarket companies with its co-branded and private label credit card programs.

The new unit is part of GE’s Retail Consumer Finance division, which provides retail credit card services to major retailers in the U.S. and Canada. The new group will focus on providing private label and co-branded credit programs to retailers with portfolios of up to $200 million. Services provided include customized marketing research, planning and execution support, integrated co-brand and loyalty programs and brand-specific customer service.

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