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Non-Tech : PERFUMANIA.COM . . PRFM . . .FOR LONGS ONLY -- Ignore unavailable to you. Want to Upgrade?

To: CJR who wrote (1758)	2/2/1999 3:33:00 PM
From: REH	Read Replies (1) \| Respond to of 2489

Perfumania, Inc. and Microsoft Sidewalk in Partnership; Venture to Accelerate Traffic to Perfumania Internet Fragrance Store BusinessWire, Tuesday, February 02, 1999 at 15:25 MIAMI, Fla.--(BUSINESS WIRE)--Feb. 2, 1999--Perfumania, Inc. (NASDAQ:PRFM), the nation's largest perfumery chain, announced today a partnership with Microsoft Sidewalk to accelerate traffic to Perfumania's web store for discount fragrance shopping, www.perfumania.com. Microsoft Sidewalk, www.sidewalk.com, is a local consumer guide on the Internet. Perfumania announced yesterday the opening of its Internet fragrance store. The launch is supported by a media campaign and cross marketing promotions with the Company's 200 retail stores. In announcing the partnership with Microsoft Sidewalk, Ilia Lekach, Chairman and Chief Executive Officer, said, "Sidewalk will provide ideal support for our on-line fragrance store. It offers us a broad avenue to promote our web store. This is one of many initiatives we are using to promote our web store. We intend to utilize as many avenues as possible to make people aware of the value of shopping at www.perfumania.com." To bring traffic to the Microsoft Sidewalk and promote its sponsors, Microsoft Network is conducting the "Sidewalk Sale" a sweepstakes promotion, which will be advertised by 60 second radio spots in all 19 markets. Sidewalk will list the www.perfumania.com web address and the local Perfumania stores with their phone numbers when receiving inquiries about fragrance shopping. Mr. Lekach added, *We opened our web store with the full intention to capitalize on our name recognition, retail experience, high gross margins and good working relationships with manufacturers. We have the leading discount fragrance retailing position in the United States, the largest fragrance market in the world, which we will use for developing international franchised fragrance stores and international Internet affiliates. We would like our international franchises and Internet affiliates to sell fragrances in local markets with local prices and local product delivery, making Perfumania, Inc. a true global fragrance retailer." Microsoft Sidewalk allows the viewer to find information regarding shopping, music, art, events, movies and product reviews, yellow page listings, restaurants and much more in selected cities. Perfumania, Inc. is a leading speciality retailer and wholesale distributor of a wide range of brand name and designer fragrances with some $180 million in annual sales. The Company operates a chain of more than 290 retail stores specializing in the sale of fragrances at discounted prices up to 70 percent below the manufacturer's suggested retail prices. The Company's wholesale division, one of the largest in the United States, distributes fragrances and related products to national and regional chains and other wholesale distributors throughout North America and overseas. This press release contains forward-looking statements that involve risks and uncertainties that could cause actual results to differ materially from those set forth in the forward-looking statements. Such risks and uncertainties are described in the Company's filings with the SEC, including its Registration Statement on Form SB-2.