Destination Maternity, a US-based designer and retailer of maternity apparel, has outlined plans to expand its footprint in Mexico.
As part of the plan, the maternity retailer intends to set up outlets in Mexico through an international franchise agreement with El Puerto de Liverpool, S.A.B. de C.V., the largest department store company in the country. The first store is expected to open in spring 2014.
Destination Maternity will introduce its Motherhood Maternity, A Pea in the Pod, and Destination Maternity brands in Mexico.
Destination Maternity brands will initially be sold through shop-in-shops in Liverpool department stores, with further plans to open freestanding Destination Maternity stores in Mexico later in 2014 and beyond.
Under this multi-year franchise agreement, Destination Maternity has granted El Puerto de Liverpool the right to operate branded retail locations and market merchandise under the company’s Motherhood Maternity, A Pea in the Pod, and Destination Maternity brands.
Destination Maternity chief executive officer Ed Krell said international expansion is an important part of the company’s long-term strategy to expand business and to further strengthen market position as the world’s leading maternity apparel retailer.
“Working closely with Liverpool, we look forward to serving moms-to-be in Mexico like no other maternity apparel retailer can.
“We are excited to announce our expansion into Mexico with a market-leading retailer like Liverpool who can help us bring the Destination Maternity experience, from our great fashion to our high level of service, to expecting moms throughout Mexico,” Krell added.
El Puerto de Liverpool operates 101 stores in Mexico, under three different brand names: Liverpool, Fabricas de Francia, and Liverpool Duty Free.