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Penningtons rebrands

Women’s apparel retailer Reitmans Canada has undertaken a rebranding of its Penningtons chain, which specializes in plus-sized clothing. The chain will now operate under the name Penn. The rebranding also includes a new logo and updated electronic commerce options. The new branding is part of a three-year plan that also includes the opening of 10 new stores in Ontario and Quebec. In addition, all existing stores will undergo renovations.

“We're breathing new life into a successful brand,” said Kathy Tsolakos, vice-president of marketing, visual presentation and e-commerce at Penn. “It's what's driven our extensive overhaul including product design and offerings, digital growth, brand perception and positioning and marketing. We love seeing our customers become excited about the changes we are making, and we've done it all by listening to them.”

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