Macy’s Inc. on Monday revealed a deal to sell Destination Maternity Corp.’s apparel in more than 615 department stores by the end of February.
This story first appeared in the June 29, 2010 issue of WWD. Subscribe Today.
The Philadelphia-based maternity clothing retailer currently has leased departments in 113 Macy’s stores.
In other news, Destination Maternity is collaborating with Reebok on a collection of maternity activewear that will be available exclusively at the company’s Motherhood Maternity and A Pea in the Pod stores following a September launch.
After the rollout, Destination Maternity’s apparel, which will include merchandise from the A Pea in the Pod and Motherhood Maternity lines, will be available in more than 3,200 locations in the U.S. and Canada, including in about 700 company-operated stores, roughly 1,500 leased stores and more than 1,000 licensed locations.
“Our relationship with Destination Maternity goes back almost 20 years,” Macy’s spokesman Jim Sluzewski told WWD, noting the two retailers had been working toward such a deal for some time.
“This expansion serves to deepen our position as the leading maternity apparel retailer in the world,” said Destination Maternity chief executive officer Ed Krell.
According to its 2009 annual report, Destination Maternity operated 360 leased departments within retailers such as Sears, Kmart, Macy’s, Bloomingdale’s, Babies ‘R’ Us, Boscov’s and Gordmans.
In October, Destination Maternity relaunched its leased department relationship with Sears Holdings Corp. and, as of Nov. 30, operated maternity apparel departments in 522 Sears locations and 101 Kmart locations. The company, with price points ranging from $7.50 to more than $200, also is the exclusive maternity apparel provider to Kohl’s Corp.
The new Reebok collection will consist of five pieces available at Motherhood Maternity and 12 at A Pea in the Pod. The offerings will range from short-sleeve T-shirts, tanks, capris and pants to bra tops and jackets. Retail prices will range from $24 to $39 for the Motherhood pieces and $25 to $69 at A Pea in the Pod. Much of the collection will incorporate Reebok’s PlayDry technology, which wicks moisture away from the body.
“This collection allows women to look good and feel good while staying fit during pregnancy and after,” said Kristen Olson, head of the U.S. women’s business for Reebok.
At the end of trading Monday, shares of Destination Maternity rose 11 cents, or 0.4 percent, to $25.05, while shares of Macy’s fell 20 cents, or 1.1 percent, to $18.82.