Regional Growth
For 70 years, the store founded by Benjamin Friedman remained well outside the limelight. As with many a private company later acquired by an outside investment firm, most of Friedman's early history is all but forgotten, with one notable exception. Having built its business, with mall-based retail stores – is typical of most jewelers—Friedman's in 1979 found itself in a difficult position. It already had one store in a certain mall, and desired to open a second one for reasons that are no longer clear. Friedman's management did not want to confuse customers by operating both stores under the same name, so they developed the "Regency Jewelers" tradename.
According to the company's 1998 annual report, "Since then, the company has continued the use of the name when it deems it to be advantageous for advertising or marketing purposes. The company also uses the 'Regency Jewelers' tradename in 37 locations as of September 30, 1998. With the acquisition of all the rights of A.A. Friedman Co., Inc. of Augusta, Georgia ... to the Friedman's Jewelers tradename, the company plans to change substantially all of the Regency Jewelers stores to Friedman's Jewelers stores during January 1999." Conflict over names—Friedman's and Regency—would be a recurring theme for the company.
Read more about this topic: Friedman's Inc.
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