Companies Change Names, Focus

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Bow Flex Inc., Vancouver, WA, a direct marketer of health-and-fitness products, changed its name to Direct Focus Inc. (DFX-Toronto Stock Exchange) on June 17 to reflect its intention to expand its presence in direct marketing.

The company, which sells its Bowflex home-fitness equipment primarily through direct response TV, saw its sales grow 144 percent to $28.4 million in 1997, and first-quarter 1998 sales are up 293 percent.

Diplomat Corp., Stony Point, NY, also has changed its name to Diplomat Direct Marketing Corp. to reflect the channel responsible for the majority of its business. Diplomat operates mail-order catalogs Lew Magram and Brownstone Studios. It will retain its ticker symbol (DIPL-Nasdaq).

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