Citi Renames Retail Credit Card Unit to Emphasis Renewed Focus

ATLANTA -- Citi is changing the name of its U.S. retail credit card products and services division to reflect the unit's expanded focus. What was once known as Citi's Retail Partner Cards will now be called Citi Retail Services.

Citi Retail Services includes private label credit cards, digital, mobile and loyalty solutions, and market insights provided to national and regional partners. The division, which offers the largest retail co-brand and loyalty programs in the country, has a portfolio of partners that includes some of the largest and most respected retail, automotive, and fuel brands in the country, according to a company release.

"As a result of multiple partnership renewals, a strengthened and expanded leadership team and successful repositioning, the business is poised for profitable growth in the years ahead," said Citi Retail Services CEO Bill Johnson. "This is the right time to unveil a new name that affirms our renewed focus, structure, capabilities and commitment to aggressively build profitable relationships with new and existing partners. Our current relationships, some of the longest standing in the industry, provide us with an unequaled foundation for growth and success."

Beginning in January, Citi Retail Services will communicate its new name through partner communications, marketing materials and the company's website.

"Over the past few years, the retail industry has changed significantly and so have we," Johnson added. "Partnership to us is more than providing the best credit products and services. We focus on helping our partners grow sales by providing a broader suite of services and insights into customer behavior and competitive intelligence. Our goal is to be experts in our partners' business. The Citi Retail Services name conveys the breadth of products, services, and insights we provide to drive sales, loyalty and value for new and existing partners and their customers."

In October, Citi announced that Retail Partner Cards, now Citi Retail Services, will rejoin Citicorp effective Jan. 1, as a business unit within North America Consumer Banking.