News Flash

Re-launch of Two Hearts Maternity collection

10 Jun '09

2 min read

Destination Maternity Corporation, the world's leading maternity apparel retailer, announced that moms-to-be throughout the United States will be able to find a wide selection of exciting maternity apparel fashions at a value at over 500 Sears locations, beginning in October 2009, with Destination Maternity's re-launch of the exclusive Two Hearts Maternity collection. The new collection will also be available at 100 Kmart locations beginning in October.

Two Hearts Maternity by Destination Maternity will be the exclusive maternity apparel offered in Sears locations and in the 100 Kmart locations. The brand represents a fashionable, new collection that includes career and casual sportswear as well as dresses, lingerie, swimwear and nursing sleepwear.

Destination Maternity's Two Hearts Maternity collection was previously offered in Sears stores from April 2004 through June 2008. The reintroduction of the Two Hearts brand with the Destination Maternity by-line represents an enhanced level of quality and design, leveraging Destination Maternity's industry knowledge and reputation to bring affordable maternity fashion to the Sears customer.

Ed Krell, Chief Executive Officer of Destination Maternity, commented "We are delighted to be partnering with Sears with a multi-year arrangement that we think is a win for both Destination Maternity and Sears. This relationship allows us to bring our knowledge as the maternity apparel fashion experts to a broader customer base, while providing us exclusive access to Sears shoppers and an opportunity to reach Kmart shoppers for the first time. Now more than ever, the mom-to-be wants great fashion at a great price. Having our Two Hearts Maternity collection available exclusively at Sears and Kmart will enable us to provide her with the value she needs as well as the style and quality she wants."

Craig Israel, SVP and President Sears Apparel of Sears Holdings, commented "Sears is committed to meeting a woman's fashion needs throughout every phase of her life. Value-conscious mothers-to-be want the same access to style they've always enjoyed. By providing trend-right merchandise that is well designed and adheres to our strict standards for quality--and coupling it with affordability--we can offer our female customer one more reason to remain loyal to our stores. Enhancing our maternity collections is a critical part of our overall plan to appeal to families.

Destination Maternity Corporation

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