A SOFTER, SEXY SIDE TO BLOOMINGDALE?S Bloomingdale?s Introduces a Fresh Approach to Intimate Apparel

New York, New York, July 2006...Bloomingdale's 59th Street store reopened the newly designed Intimate Apparel department on the fourth floor with a renewed focus on the selling and service culture. Each associate on the floor has been certified as a fit specialist and has undergone intense product knowledge training. The fresh environment now boasts larger aisles and natural light, as well as less merchandise displayed on the floor with more mannequins showcasing the season's hottest looks. Fitting rooms have been added and revolutionized with the latest call system technology.

"The whole environment and selling culture has completely changed. We have allocated more space and more staff to change the selling environment to better service our customers," said Francine Klein, Bloomingdale's Executive Vice President and General Merchandise Manager.

A concierge at the entrance of the department welcomes guests and guides them to the appropriate selling associate based on the customers needs. The additional fitting rooms will be easy to find with a wide entrance and staffed by a fitting room specialist at all times. The careful design, with additional amenities such as better lighting, a shelf for handbags, and proper hooks for the smaller hangers, make the experience superior. A call system has also been implemented where customers in the fitting room can be instantly connected to the fitting room specialist who then alerts the sales associate helping the customer.

Inside the fitting room area, a large armoire will stock the best selling styles by size. "Where the floor will be merchandized by style, the drawers will be merchandized by size to help keep the associates close to their customers," said Liz Hospodar, Bloomingdale's Divisional Merchandise Manager.

New resources will be introduced in the designer, bridge and contemporary categories throughout the Fall season while existing vendors will be intensified. New designer vendors include: La Perla, Leigh Bantivoglio, Josie Natori, Vannina Versperini, Chantal Thomass (sleepwear), Myla and Sabrina Nadal. And new bridge: Vera Wang Luxe Lingerie, Simone Perele, Flora Nikrooz and Fayreform. And new contemporary: Only Hearts, Wendy Glez, Julianne and Huit.

Agent Provocateur will unveil their shop in September 2006.

Bloomingdale's, a division of Federated Department Stores, was founded in 1877, and with the opening of the San Francisco store, operates 37 stores in New York; New Jersey; Nevada; Massachusetts; Pennsylvania; Maryland; Virginia; Illinois; Minnesota; Florida; California; and Georgia. For website access, please log onto www.bloomingdales.com