Federated Department Stores to Add Macy's to The Bon Marche's Name.

By Barbara Clements, The News Tribune, Tacoma, Wash. Knight Ridder/Tribune Business News

May 23--First there was The Bon Marche. Then, the "Marche" was dropped, only to be added back quickly a few years later.

Come August, the local retail landmark will get a new moniker: The Bon-Macy's.

Federated Department Stores Inc., the Northwest store's Cincinnati-based parent, announced Thursday that it will add the Macy's name to The Bon Marche and other regional chains as the retailer uses its best-known brand to revive lagging sales.

But Federated CEO Terry Lundgren said he has no intention of creating a homogeneous brand nationally among Federated's 460 stores in 34 states.

"The common thread for us is the targeted customer," Lundgren said. "She's a fashion-oriented consumer and not interested in the cheapest product …