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Answered 2009-04-07 19:28:14

The company was bought by The Discovery Channel in 1996. The new owners proceeded to slowly shift the product line towards selling more Discovery Channel brand merchandise. By 2000, they had also gradually renamed many stores as "Discovery Channel Store" and eliminated the earth-tones-and-slate-decor for a more modern, industrial look. Totally eliminated were the product lines which had previously included unique items such as fine art, Torrens Fountains, fossils, and semiprecious mineral specimens. The Nature Company's Mission Statement specifically excluded animal specimens such as mounted insects and butterflies, but the Discovery Channel stores had no such restriction.

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