Alliance Data expands credit card program with Orchard Brands

Dallas -- Alliance Data Systems Corp. said it has signed a long-term renewal and expansion agreement to continue providing private label credit card services for Orchard Brands, a multichannel retailer of apparel and home products including the Blair, Haband, Old Pueblo Traders and Bedford Fair banners.

In addition, Alliance Data will launch startup private label credit card programs for nine additional Orchard brands, including Appleseed's, The Tog Shop, Draper's & Damon's, Sahalie, Gold Violin, WinterSilks, Norm Thompson Outfitters, LinenSource, and Solutions.

For each brand, Alliance Data will create and implement a marketing-driven private label credit and loyalty program designed to recognize and reward cardholders with points based on spending. In addition, the program will feature cross-shopping functionality to enable cardholders to use their rewards credit cards to shop with all of the other participating brands in the Orchard Brands family.

Alliance Data will conduct a staged rollout of the program, with all brands scheduled to be live with the program by September.

"These marketing-driven credit and loyalty solutions serve as an extension of each of our brands, adding value for the cardholder while also creating additional touch points with each of our brands,” said Marc Sieger, co-president and COO, Orchard Brands. 

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