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Sole Retail Marketing Non-Profit Rebrands Its Image on February 1st
NARMS President Tom Caddell Calls It "an Evolution"

DENVER, CO -- (Marketwire) -- 02/05/13 -- "This change is not just a name change. It's truly an evolution. Our new name goes along with our new vision, mission and objectives." With those statements, Tom Caddell, Executive Director of NARMS International ( announced the February 1st launch of a rebranding of the 17-year-old non-profit organization. "In the past, NARMS did not take the steps necessary to be recognized in the industry or the media. Within our trade association, our members knew the name NARMS, certainly, but the industry as a whole didn't know what we did, how we did it and what we stood for. We've spent significant time determining our current and future relevancy in a challenging and ever-changing marketplace. A rebranding initiative, based on a new name, was imperative."

Effective February 1st, NARMS International became World Alliance for Retail Excellence & Standards. The name was selected based on the organization's vision to be the driving force behind at-retail collaboration and standards, as well as nationally and internationally recognized as a thought leader within the retail industry. "Our new mission is simply to expand collaboration across the entire retail spectrum, thereby providing a format that fosters continuous improvement in service execution, customer experience and change management for all parties. It's time to bring more value so everyone, from the retailer to the manufacturer and, ultimately, the consumer, receives the very best in products and services." Caddell went on to explain that the member-supported non-profit will provide the "first ever" accredited retail certification program based on a code of standards, policies and procedures. In addition, the organization will provide workforce education and training, an enhanced job board known as the, invaluable resources and a clearinghouse for research. He also emphasized an initiative to reach out to, and establish relationships, with the media, particularly the trade publications.

Caddell enthuses: "Retail is a rapidly-changing industry, subject to constantly-evolving technology, globalization and marketplace saturation with unprecedented levels of consumer influence. We must be forward thinking so our members remain relevant. And, our change is good, for the industry overall but more importantly for our members as we build a platform that supports ethical, professional company responsibility. The timing couldn't be better to acknowledge our legacy while also moving forward, embracing the dynamic future ahead."

About World Alliance for Retail Excellence & Standards
World Alliance for Retail Excellence & Standards (, currently under development), formerly NARMS International, is a non-profit organization, based in Denver, that brings together all sectors of the retail industry: retailers, manufacturers, independent food and non-food brokers, wholesalers and distributors, retail service companies and support service members. Together, they are an alliance of at-retail companies entrusted with delivering exceptional sales, marketing and service support to B2C manufacturers, retailers and their customers, across all channels.

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