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    Creative Agency to 'Build Upon Equity' to Help Pathmark Develop Prototype

    CARTERET, N.Y. -- Pathmark Stores, Inc.'s new fresh food-focused prototype is not only intended to enhance the Northeast regional grocer's overall perishable business, but also to help the chain sharpen all elements of its grocery and nongrocery merchandising strategies, according to the design firm retained by Pathmark to work on the project.

    CARTERET, N.Y. -- Pathmark Stores, Inc.'s new fresh food-focused prototype is not only intended to enhance the Northeast regional grocer's overall perishable business, but also to help the chain sharpen all elements of its grocery and nongrocery merchandising strategies, according to the design firm retained by Pathmark to work on the project.

    Handling the prototype project is the retail division of Colemanbrandworx (CBX Retail), a strategic branding, design, and consultancy agency with U.S. offices in New York, Minneapolis, San Francisco, and Los Angeles. As well as developing new stores, CBX Retail will be involved in retrofitting existing locations.

    "Our assignment is to help Pathmark bring its new strategic vision to life," said CBX Retail president Joseph Bona. "We want to build upon the equity that has made Pathmark a leader for so many years, and elevate the brand to new heights. Pathmark enjoys a strong urban customer base along with a significant suburban presence. Our objective is to position the brand above the existing competitive landscape without alienating the company's current customer base."

    After an in-depth study of how customers shop Pathmark's stores, CBX Retail will develop and design a branded in-store communications system, fixture plans, exterior design, and lighting and other special effects. The firm will additionally create a new color and materials palette with the aim of improving the in-store shopping experience.

    During a recent conference call discussing Pathmark's first-quarter financial results, c.e.o. John Standley briefly mentioned CBX Retail's involvement in developing the prototype, which he said is expected to debut in about six months.

    Pathmark operates 141 stores in New York, New Jersey, Delaware, and Pennsylvania, under the Pathmark and Pathmark Super Center banners. Stores average 53,000 square feet, and pharmacy and in-store banking are available in many of the retailer's locations.

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