Mothers Work Cutting Mimi

In an effort to simplify and streamline its business, Mothers Work on Tuesday said it will restructure its brands and store nameplates, effectively...

Destination Mat-ernity, a retail concept that brings all of Mothers Work's brands under one roof, has been "the most successful of all the initiatives we've taken to combine the brands," Matthias said. "We tried a lot of things, including combining Mimi Maternity and Motherhood Maternity and calling it Mimi. It was very difficult for consumers to understand that. Our new approach to any multibrand store is to call it Destination Maternity."

Matthias said there won't be any store closings as a result of the restructuring. She said the company has closed duplicative stores in recent years and continues to do so.

The restructuring will also benefit Mothers Work's planned international expansion. "This streamlining helps what we're doing," she said. "We've worked very hard to get our large market position. Now our goal is to become a very profitable company."
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