DBRN The Dress Barn, Inc. (MM)

Amidst a recent rejuvenation that has caught the eye of fashionistas and financiers alike, dressbarn (NASDAQ: DBRN) unveils its latest new look with the launch of its first e-commerce site.

Seeking to create a new fashion destination to complement its 830+ stores nationwide, the fashion-forward value retailer now offers more than 1,000 daily items online in petite, missy and woman's sizes. The site -- located at www.dressbarn.com -- also sells gift cards, shoes and accessories in addition to seasonal clothing.

In celebration of the new online store, dressbarn will provide free shipping on merchandise for all purchases over $50 made online through October 31.

"We may be nearing our fiftieth birthday, but we've never looked or felt better," said Keith Fulsher, executive vice president, chief merchandising officer of dressbarn. "And we know our customers share that sentiment. Our shoppers have come to rely on our customer service and quality fashions to fit their active lifestyles. And by allowing them to shop at their convenience, we are truly coming of age and displaying our dedication to servicing the needs of today's modern woman."

The launch of the retailer's long-anticipated online site is the latest touch-up in the brand's recent reinvigoration. Over the past 12 months, dressbarn has turned heads from Wall Street to Main Street, as it has revamped its offerings, acquired the popular retail chain Justice, opened more than 15 new stores and remodeled nearly 10 existing ones to create a brighter, more feminine look. And the financial community has taken note of the revamped retailer's successes. Its parent company's most recent financial statement reported that the dressbarn brand saw an increase of 11% in net sales for the fiscal fourth quarter, and 5% in comparable store sales.

The new dressbarn.com combines the fashion insight users adore with immediate access to the items they love. Shoppers can browse by occasions, trends, items and sizes, as well as create a personal wish list of items they like, but aren't yet ready to buy. dressbarn.com also offers extended sizes, such as tall length pants, with the ability to return to store at no charge. There is also a 'live chat' option for select hours where associates will provide guidance about everything from style and fit to payment and shipping.

To promote the debut of its e-commerce site, dressbarn has created in-store signage, direct mail pieces and email blasts targeting existing shoppers. It will also communicate via Twitter and Facebook, which link directly to the new dressbarn.com site.

For nearly five decades, dressbarn has long been the clothing destination for budget- and fashion-conscious women looking for quality casual and career apparel items. Today, dressbarn continues to impress with contemporary clothing offerings and accessories that reflect the changing look and attitude of its shoppers.

"We've always aimed to make shopping at dressbarn a home away from home," said Fulsher. "We've opened more stores and redesigned them to enhance the shopping experience. Now with the debut of our new online site, shoppers are able to bring us into their homes."

About dressbarn dressbarn, a division of dressbarn inc. (NASDAQ: DBRN), is a leading national women's specialty apparel retailer offering quality casual and career fashion apparel. dressbarn stores carry styles in sizes 4 to 24, as well as shoes and accessories. As of June 2010, dressbarn inc.'s three brands operated over 830 dressbarn stores in 47 states, over 750 maurices stores in 44 states, and over 900 Justice stores in 45 states, Puerto Rico, Russia and the Middle East. For more information, please visit www.dressbarn.com.

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