PTMK Pathmark Stores (MM)

NEW YORK, April 30 /PRNewswire/ -- Pathmark Stores Inc. (NASDAQ:PTMK), has introduced a new supermarket concept emphasizing its "Go Fresh, Go Local" branding and merchandising initiatives in a newly remodeled, full-service store located in Kinnelon, N.J. The plans for the renovation of the 55,400-sq.-ft. store that anchors Kinnelon Mall were designed by the retail division of Colemanbrandworx (CBX), the New York City-based strategic branding, design and consultancy agency, in conjunction with Pathmark. New decor elements include a warm color palette, flooring, fixturing and specialty lighting, as well as an emphasis on department signage and graphics through a new in-store communication system. CBX was asked by Pathmark to recommend improvements to its perishable and non-foods departments. The new design was a result of a comprehensive examination of how customers shop Pathmark's stores and a desire to elevate the shopping experience in the highly competitive marketplace. "Customers entering the Kinnelon store will be immediately impressed with the new 'Produce Market'," said Joseph Bona, president of CBX's retail division. The Kinnelon store features freestanding wooden floor fixtures, specialty lighting and an overall deeply toned warm color palette found on walls, ceiling and flooring treatments. Bounded by a series of familiar refrigerated cases, the department's core is defined by repositionable track head lighting centered over the moveable floor fixtures that serve to elevate Pathmark's extensive produce offering to specialty boutique status. Further enhancing the department is eye-catching signage with photos of fresh fruits and vegetables combined with phrases such as "Just picked," "Farm fresh," and "Vine ripened" to convey the fresh and local message. Additionally, CBX echoed the banner signage in new, easy-to-update price markers that clearly call attention to specific varieties of produce as well as weekly promotions and specialty items. Together, these merchandising elements reinforce a number of Pathmark initiatives, Bona noted, which were also developed to suggest authenticity and a connection to the tri-state area where Pathmark operates the majority of its stores. For example, the deli has been branded "The Original 59th Street Delicatessen," complete with easy-to-spot, blade signs. Similarly, the in-house bakery's storefront awning and oval sign are emblazoned with the "Chelsea Baking Company" name, while stainless-finish dimensional letters spell out "Chesapeake Seafood Company" over the fresh fish department. "We hoped to drive home a sense of the familiar while communicating the idea that Pathmark is the place for local specialties," Bona explained. The store's straightforward center core has been treated to new VCT tile along with updated aisle directories and markers. Additionally, new high-end specialty fixtures can be found in general merchandise areas including home office, hardware, baby and nutrition/wellness that have long been mainstays in Pathmark's product mix. Commenting on the Kinnelon Pathmark's grand reopening, company CEO John Standley stated, "The Kinnelon prototype is the culmination of a comprehensive design process which included incorporating consumer research, merchandising strategies and operational input to develop a compelling retail footprint that can be easily replicated in current and future renovations." Plans call for future renovations to include these key design elements as part of Pathmark's capital improvement program. About Pathmark Stores Inc. Pathmark Stores is a major northeast supermarket chain operating 141 stores in the New York-New Jersey and Philadelphia metropolitan areas. Additional information about Pathmark may be found at its website, http://www.pathmark.com/. About Colemanbrandworx With clients such as Johnson & Johnson, Nestle, General Mills, CadburySchwepps, Petro-Canada and ADP, CBX (Colemanbrandworx) is a fully integrated creative agency specializing in consumer brand design, retail design, and corporate identity design. At present, the CBX Worldwide Partnership LLC has offices across the United States, the UK, the Netherlands, Australia, Chile, Argentina, Mexico, Brazil, and China. DATASOURCE: Colemanbrandworx CONTACT: Joseph Bona, president, retail division, Colemanbrandworx, +1-212-404-7940; Rich Savner, Pathmark, +1-732-499-3131; Parness & Associates, , Bill Parness, +1-732-290-0121, or Marty Gitlin, +1-914-528-7702 Web site: http://www.pathmark.com/

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