Dress Barn is seeking a new identity

Dress Barn, retailer, stores, reorganization, name change
Dress Barn, retailer, stores, reorganization, name change

Dress Barn hopes to undergo an extreme makeover. The company is seeking shareholder approval to change its corporate name to Ascena Retail Group Inc., or Ascena, and to reorganize into a holding company.

"The proposed change in structure and name should provide an image more closely aligned with our current vision and strategies," President and Chief Executive Officer, David Jaffe said in a statement. "In recent years, we've become a fundamentally different company that extends beyond the original Dress Barn concept and brand. Our vision is to be a family of retail brands each serving a unique customer niche."

Among those other brands Jaffe mentioned are 757 Maurices and 890 Justice stores that market apparel and accessories to tween girls. Shareholders will vote on the proposed changes during the company's annual shareholder meeting December 8.


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