The sign is up at fye's new retail concept Alex Baby & Toys at Westfield Montgomery Mall in Bethesda. Inside, shelves and displays are being assembled, and that progress is pretty far along. fye hasn't publicly talked about this new venture, and it has flown under the radar of the national press so far. Bethesda will be one of the first two markets to get inside an Alex Baby & Toys store; the other will open at Holyoke Mall in Massachusetts.
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