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MONTGOMERY WARD FILES SUIT AGAINST FRETTER

 MONTGOMERY WARD FILES SUIT AGAINST FRETTER
 CHICAGO, Dec. 16 /PRNewswire/ -- Montgomery Ward & Co. has filed


suit against Fretter Incorporated in the Northern District of Illinois, Federal District Court in Chicago, according to Bernard F. Brennan, chairman and CEO of Montgomery Ward. The suit alleges false advertising under the Lanham Act as well as violations of the Illinois Consumer Fraud and Deceptive Practices and the Illinois Uniform Deceptive Trade Practices Act.
 The complaint asserts that Fretter's television campaign comparing its prices with those of Montgomery Ward was based on false and misleading representations. Montgomery Ward has strong evidence that cost savings claimed by Fretter in commercials that have recently aired in the Chicago market are untrue. Montgomery Ward has confirmed that a Fretter shopper in a Montgomery Ward store refused to pay a discounted price for merchandise and demanded to pay a higher price, thereby attempting to substantiate the Fretter claim for cost savings on the same item available at a Fretter store. These actions are inconsistent with legal requirements and fair play in the marketplace.
 "In addition to damage done to Montgomery Ward's good will and reputation, as well as lost sales and profits because of the false and misleading commercials, other victims here are the consumers who are led to believe that 'Fretter's prices are lower,'" said Brennan. "Not only has Fretter given false and misleading information to the public, but in doing so they have taken license through their commercials to be insulting and demeaning to the highly professional and qualified sales associates who work for Montgomery Ward and bring our customers the best possible service. Integrity and honesty are the key ingredients in this difficult economy and when someone doesn't play by the rules, they should be held accountable," added Brennan.
 -0- 12/16/91
 /CONTACT: Charles A. Holland of Montgomery Ward, 312-467-2025/ CO: Montgomery Ward & Co.; Fretter Incorporated ST: Illinois IN: REA SU: FC -- NY084 -- 2693 12/16/91 17:09 EST
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Publication:PR Newswire
Date:Dec 16, 1991
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