The Bon-Ton Stores, Inc announced the launch of Madison & Max, the company's newest line of private brand fashion apparel for women. The new line offers both high-quality career and casual fashions with a focus on wardrobe versatility and affordability. The line is a result of the partnership between The Bon-Ton and Federated Merchandising Group, a division of Federated Department Stores, Inc, as announced in October 2000. The Federated Merchandising Group serves as an additional sourcing arm for The Bon-Ton's private label merchandise.