Both the Comenity Bank and Comenity National Bank offer the Comenity Bank MasterCard. Other smaller banks sometimes partner with Comenity to offer credit cards, but this varies based on region and specific branch. In all cases, the credit card is backed by both MasterCard and Comenity Bank.
Prior to 2012, Comenity Bank and Comenity Capital Bank were originally known as World Financial Network (National) Bank and World Financial Capital Bank and were owned by Alliance Data. Alliance Data is a publicly traded business entity that offers loyalty and rewards solutions for retailers, such as private label credit cards and customer retention programs. Both branches of the Comenity bank are primarily designed to handle the credit information of the customers who use an Alliance Date store-branded credit card.
For example, a clothing retailer such as Ann Taylor can contract Alliance Data's services to create a customer loyalty program that rewards its customers for making frequent purchases at the store. One aspect of this loyalty program may be a private label credit card. This is a credit card backed by a bank and a major credit card company, but offered in conjunction with a private brand with an attached incentive such as a discount on purchases made with that brand.