To leverage the marquee value of recent acquisition FAO Schwartz, The Right Start Inc. has changed its name to FAO Inc.
The King of Prussia, PA-based company acquired Zany Brainy Inc. last September.
“All three brands cater to the same affluent customer, yet each brand focuses on a different product offering and a different positioning with this customer,” said Jerry R. Welch, CEO of FAO Inc. “We believe that the cross-marketing and cross-promotional opportunities among the three brands are terrific, and we intend to lead the children’s specialty retailing market.”
The Right Start brand originated in 1985 through the creation of the Right Start catalog and is currently used in 64 retail stores nationwide.
The company purchased assets of Zany Brainy Inc. in September 2001, and operates 169 Zany Brainy brand stores through a subsidiary. The FAO Schwarz brand originated 140 years ago in 1862 and there are currently 23 FAO stores nationwide, in addition to a print catalog. All three brands operate e-commerce Web sites.
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