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Destination Maternity opens Mexico's first shop-in-shops
07
May '14
Destination Maternity Corporation, the world's leading maternity apparel retailer, announced the commencement of its planned expansion into Mexico with the opening of 46 Destination Maternity branded shop-in-shops through a previously announced international franchise agreement with El Puerto de Liverpool, S.A.B. de C.V., the largest department store operator in Mexico.
 
These shop-in-shops are located within El Puerto de Liverpool's Liverpool and Fabricas de Francia branded department stores across Mexico's major cities, including Mexico City, Guadalajara, Monterrey, Queretaro, Veracruz and Villahermosa. Each approximately 800 square foot shop-in-shop carries Destination Maternity's Motherhood Maternity branded maternity apparel, with select locations also carrying the Company's A Pea in the Pod branded maternity apparel.
 
The Company expects that Destination Maternity branded shop-in-shops will open in approximately 53 more El Puerto de Liverpool department stores over the next 12 months, bringing the total Destination Maternity branded shop-in-shops in Mexico to approximately 99. In addition, the Company expects that the first freestanding Destination Maternity store in Mexico will open in early Summer 2014. Located in Interlomas Mall in Mexico City, this 2,600 square-foot space will contain both Motherhood Maternity and A Pea in the Pod branded maternity apparel, and offer the complete Destination Maternity experience, including nursing apparel and accessories.
 
"We are very excited about our relationship with El Puerto de Liverpool and are very pleased with the quick pace of the rollout of the Destination Maternity, Motherhood Maternity and A Pea in the Pod brands in Mexico," said Ed Krell, Chief Executive Officer of Destination Maternity Corporation. "El Puerto de Liverpool has shown tremendous partnership and effort when it comes to ensuring that the execution of our brand within its shop-in-shops is consistent in all locations, from product presentation to customer service. We look forward to continuing our rollout in Mexico, both through shop-in-shops and freestanding stores, through this important franchise relationship."
 
El Puerto de Liverpool Chief Executive Officer Jorge A. Salgado said, "We are very pleased to launch this partnership with Destination Maternity, whose brands are recognized worldwide. We are sure that our customers will find this new offering very attractive and it will substantially improve our assortment in such a relevant category for our stores."  
 
Under a multi-year franchise agreement, Destination Maternity has granted El Puerto de Liverpool the right to operate branded retail locations and market merchandise in Mexico under the Company's Motherhood Maternity, A Pea in the Pod and Destination Maternity brands. El Puerto de Liverpool is the Company's distributor in Mexico of maternity and nursing apparel merchandise from Destination Maternity and suppliers designated by Destination Maternity. In addition to Mexico, Destination Maternity currently has franchise relationships in the Middle East and South Korea.
 

Destination Maternity


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