FEDERATED READIES MARKETING CAMPAIGN FOR MAY CONVERSION.(Federated Department Stores Inc.)(May Department Stores Co.)(Brief article)
HFN: The Weekly Newspaper for the Home Furnishing Network, May, 2006
NEW YORK-In September, Federated Department Stores will launch a "major" brand campaign to mark the conversion of the 400 May Department Stores it acquired into Macy's.
That's when the former May stores will officially change to the Macy's nameplate, Karen Hoguet, Federated's chief financial officer, said during a Lehman Brothers conference here.
"One of the visions of the [Federated/May] merger is the opportunity Federated would get for exclusives," Hoguet said, "and the Martha Stewart collection is the best example of that."
The retailer is betting on the fall 2007 launch of an exclusive collection of home goods from Martha Stewart to revive the home business, which "continues to grow less rapidly than the rest of the store. It...
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