NEW DEAL: When it comes to maternity wear, Macy’s has a singular point of view. Destination Maternity Corp. will become the exclusive provider of maternity and nursing apparel for, beginning late January.

The decision by Macy’s, which currently sells online a handful of maternity labels, also reflects the store’s strategy to grow leased partnerships and make the store and online experience as seamless as possible.

This story first appeared in the December 16, 2013 issue of WWD. Subscribe Today.

“We have made significant investments and progress to ensure our in-store and online experiences complement each other,” said Jeff A. Kantor, chairman.

Destination Maternity operates leased departments in over 600 Macy’s locations, which typically carry a combination of Motherhood Maternity, A Pea in the Pod, A Pea in the Pod Collection and Jessica Simpson Maternity branded merchandise.