Macy's to sell maternity apparel from Destination Maternity only

The maternity offerings at Macy's just got a lot more Philadelphia.

Macy's said Monday that it had agreed to sell maternity apparel only from Center City-based Destination Maternity Corp., the national chain whose A Pea in the Pod and Motherhood Maternity lines are well known at shopping centers.

Destination Maternity, which used to be called Mothers Work and was founded locally several decades ago, is boosting what had been a more limited merchandise presence on the racks of Macy's stores nationwide.

Under the agreement, there will be Destination Maternity departments at more than 615 Macy's stores by the end of February 2011, up from 113 now, the maternity-apparel designer and retailer said.

"This expansion serves to deepen our position as the leading maternity-apparel retailer in the world," said Ed Krell, chief executive of Destination Maternity, whose headquarters are on Spring Garden Street, in a statement issued by the company.

Macy's will sell no other maternity brands on its floors, said chief merchandising officer Jeff Gennette.

"We want to have the customers' finding that merchandise at Macy's," Gennette said in an interview, "but it helps to have a partner with deep expertise."

Just as, for example, Macy's leases department space to Sunglass Hut, it will sublet to Destination Maternity, allowing the Philadelphia company to decide what merchandise hits the floor each season instead of having Macy's buyers select the inventory, Gennette said.

The Philadelphia company also will own the merchandise, instead of Macy's paying for the clothes on its racks.

In the United States and Canada, Destination Maternity operates 705 stores under the names Motherhood Maternity, A Pea in the Pod, and Destination Maternity. It also produces clothing under two of those names.

The Macy's agreement, along with existing leased departments elsewhere and licensing agreements, will give the apparel retailer a presence in more than 3,200 locations in North America.