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To: David Sirk who wrote (1991)	1/2/1999 2:48:00 PM
From: Rock_nj	Read Replies (1) \| Respond to of 15987

Perfumania (PRFM) will open their website by Feb. 1st. Good hold for appreciation during January. Largest Fragrance Retailer to Launch www.perfumania.com Forms Internet Division To Cross-Market With Its More Than 290 Stores MIAMI--(BUSINESS WIRE)--Dec. 16, 1998--To take advantage of the potential for cross-marketing between its more than 290 retail stores and the Internet, Perfumania, Inc. (NASDAQ: PRFM - news), the nation's largest perfumery chain, announced today that it has formed an Internet division and will open a web store at www.perfumania.com that will benefit from in-store promotions and at the same time drive web customers to Company retail shops. ''With over 4.5 million customers, annual sales of approximately $180 million and 15 million visitors to Perfumania stores every year, we believe we are perfectly positioned to cross-market and become the biggest discount retailer of perfumes on the Internet,'' said Perfumania Chairman and Chief Executive Officer Ilia Lekach. ''In addition to implementing the marketing and advertising strategies used on the worldwide web by e-commerce leaders such as Yahoo (NASDAQ:YHOO - news), Amazon.com (NASDAQ:AMZN - news), Microsoft (NASDAQ:MSFT - news), E-Trade (NASDAQ: EGRP - news) and others, we intend to drive customers to our web store through store synergy, banner promotions in our 290 store locations and the special advantage we have from years of experience selling to consumers across the board. ''Our new website store will benefit from incentive commissions we intend to give our sales personnel for motivating in-store customers to shop at perfumania.com. In-store customers will also be handed scented bonus cards for special web store promotions and discounts. ''Our website customers will get free shipping, free gifts with certain purchases, up to 70 percent discounts and other special promotions advertised in our retail stores and on the Internet. Our web store also will have special offerings and discount packages in tandem with our retail stores, with extra incentives for patronizing our retail shops,'' Perfumania's CEO said. The Company plans to have its website store in full operation by February 1, 1999, in time for the Valentine's Day market. Perfumania is presently building a special web warehouse within its 140,000-sq.-ft. facility in Miami, which will house the web store infrastructure and inventory.