Branded to Fit Her Style

Strong relationships with suppliers helped Newport News forge ahead with its lofty goals. “We are 100-percent private label which gives us some more control over our merchandise production.”

Processes and Pay-offs

The changes to the Newport News brand have affected every person within the company. “We had a company-wide internal program to get everyone up to speed on the changes,” notes Madonna. “Numerous kick-off meetings were held in virtually every single part of the business.”