Macy's stores across the country are renovating their Tommy Hilfiger shops and expanding how much of the designer's sportswear they carry. But fans of the brand soon won't be seeing those items at other department stores.

Starting next week, Tommy Hilfiger U.S.A. will have an exclusive alliance with Macy's that leaves it as the only U.S. department store operator offering the company's men's and women's sportswear.

The launch comes as department stores increasingly turn to exclusive offerings to set themselves apart in a market where shoppers are focusing on basics like fuel and food and turning to discounters for lower prices.

Exclusive deals have been among the bright spots for department stores amid the sales slowdown, but analysts say a big-name and popular designer like Hilfiger brings extra clout.

Among other chains that have struck exclusive deals are Kohl's Corp., which while cutting its inventory of basics introduced a line of apparel and home furnishings from designer Vera Wang, called Simply Vera, with prices far below what her designs usually command.

Kohl's will also be the exclusive U.S. retailer for the Dana Buchman brand designed by Liz Claiborne Inc.

J.C. Penney Co. alone has the American Living collection from Polo Ralph Lauren Corp. and has developed labels with designer Nicole Miller and home furnishing expert Chris Madden.

Macy's, which has already had success with its exclusive home furnishings collection from Martha Stewart, is seeking more exclusive alliances with other major designers.

AP