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Destination Maternity Proves Motherhood is Recession-Proof


Americans aren't making money like they used to, but Destination Maternity is glad they're still making babies. (More on Destination Maternity's Q1 2009 below.)
Destination Maternity Proves Motherhood is Recession-Proof
© 2009 Barbara Farfan
Major motherhood magnate Destination Maternity has consistently found itself on the top half of the quarterly sales reports during the U.S. retail recession. The company operates 1,073 retail locations in the U.S. and Canada under the Motherhood Maternity, Mimi Maternity, A Pea in the Pod, and Destination Maternity brands, and has not yet needed to downsize its chain because of economic downturn.

Even though its same store sales fell slightly in February, its January increase of 5.1% was impressively strong, considering the devastating losses that some retail saw in the same time period.

Destination Maternity partnered with Babies 'R Us in 1999 to create a store-in-store maternity apparel department in the baby superstores. In the first quarter of 2009, Destination Maternity CEO Ed Krell announced that 69 additional store-in-store shops would be open inside existing Babies 'R Us locations in 2009.
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