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THE RIGHT START TO OPEN RETAIL DEPARTMENT IN RICH'S ATLANTA DEPARTMENT STORE

              THE RIGHT START TO OPEN RETAIL DEPARTMENT
                 IN RICH'S ATLANTA DEPARTMENT STORE
    WESTLAKE VILLAGE, Calif., June 22 /PRNewswire/ -- The Right Start Inc. (NASDAQ: RTST) today announced it has entered into a contract with Rich's, a division of Federated Department Stores Inc. (NYSE: FD), to open a Right Start operation on a test basis in one of its 13 Atlanta stores.
    The catalog company will merchandise much of its baby products, which it sells through its Right Start Catalog, in Rich's Lenox Square store.  Right Start merchandise will have 2,300 square feet of space adjacent to Rich's children's apparel and is scheduled for opening in September 1992.  Located in the affluent Buckhead area in north Atlanta, the Lenox Square Mall is a destination mall for many of the region's shoppers.
    "The Right Start store at our corporate headquarters in California has been a success, giving us a solid foundation for moving into the retail arena," said Lenny Targon, chief executive officer of The Right Start.  "Rich's Lenox Square store is a high traffic, high visibility location.  Entry costs are low and we anticipate there will be a strong demand for our products, which complement the Rich's assortments in the children's departments."
    Rich's is considered by industry analysts to be among the most profitable and well-managed department stores in the nation. Rich's/Goldsmith's was merged by the parent company Federated Department Stores in 1988 and operates 23 stores.  In addition to the 13 Atlanta stores, Rich's has three in Birmingham, Ala., one in Augusta and one each in Greenville and Columbia, S.C.  A new store will be opened at Oglethorpe Mall in Savannah, Ga., in September 1992.  Goldsmith's has three department stores in Memphis and one in Jackson, Tenn.
    Founded in 1985 The Right Start is a leading juvenile products catalog company, offering merchandise for infants and children up to age four.  Based in Westlake Village, the company completed its initial public offering in October 1991.
    -0-                     6/22/92
    /CONTACT:  Lenny Targon or Stan Fridstein of The Right Start, 818-707-7100; Anne P. Berg of Rich's, 404-262-2266; or Maura Schafer or Susan Klein of Pondel Parsons & Wilkinson, 310-207-9300, for The Right Start/
    (RTST FD) CO:  The Right Start Inc.; Federated Department Stores Inc. ST:  California, Georgia IN:  REA SU:  PDT KJ-JL -- LA004 -- 2248 06/22/92 09:04 EDT
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Publication:PR Newswire
Date:Jun 22, 1992
Words:389
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