Richway was the discount department store division of Atlanta-based Rich's. It was originally part of Rich's, and was later bought by Federated Department Stores when they purchased the Rich's chain. It was originally known as Richway, a Rich's Company with a more bluish logo than the later orange and black theme under Federated ownership. The sunrise logo means "Everything Under The Sun", the slogan used in advertisements from that period. The official name of the chain was later Richway Department Stores. A long tagline on commercials was "We don't look like a discount store, but our price tags give us away."