New World Department Store China Limited (“NWDS” or the “Company”; Hong Kong stock code: 825), one of the largest owners and operators of department stores in the PRC, is pleased to announce that the Company’s eighth store in Shanghai, Shanghai-Hong Kong New World Department Store-Baoshan Branch Store ("Shanghai Baoshan Branch Store"), has its soft opening on 22 January 2010.

Shanghai Baoshan Branch Store is situated at Dahua Hucheng zone where it is the interchange of Baoshan District, Zhabei District and Putuo District. As a large-scale business community encompassing shopping, dining, leisure, entertainment and culture services, the zone consists of numerous office buildings, boutique hotels and shopping arcades. It strives to be the major business district of north Shanghai that provides unlimited flow of consumers. Together with the huge consumption power generated from a thousand of residential communities around the zone, the potential growth of Shanghai Baoshan Branch Store is infinite. Besides leaning Shanghai middle ring highway, Shanghai Baoshan Branch Store also located beside the junction of various public transportation routes, including Metro Line No. 7 and No. 11 which will soon be completed. The convenient location facilitates customers to have easy access of the store so as to fulfill their needs of shopping and leisure. The opening of Shanghai Baoshan Branch Store will increase the no. of stores in Eastern China Region to 13 and the Company’s aggregate no. of stores in China will raise to 34.

Shanghai Baoshan Branch Store has 7 storeys with gross floor area of approximately 39,000 sq.m. as well as a carpark of 7,000 sq.m.. It is the first newly developed ‘Living Gallery’ providing ‘One-stop’ shopping, leisure, dining & integrated services that targets people of all ages and both genders, catering for their needs in terms of “Clothing”, “Dining”, “Living”, “Travelling” and “Entertainment” in Eastern China Region. Around 30% of the area of the store is reserved for providing complementary services, such as beauty & hair salon, pre-education center for children, children photography services, children playground and dentist clinic etc. There are almost a hundred of F&B shops in the store with fabulous choices, offering dried food, coffee & desserts, Taiwanese noodles, Hong-Kong style restaurant etc. to customers. The design of “Living Gallery” is themed as ‘Environmental Paradise’, therefore elements of nature have been incorporated into every corner of the store. Together with the reddish-orange theme color, it is expected to provide customer with a shopping environment full of vitality and happiness. Moreover, spacious areas have been reserved in the store for organizing promotional activities as well as setting rest lounges for customers, increasing the flexibility of application of store area.

In order to celebrate the opening of the store, ‘The 1st NWDS Spokesperson’ Contest - Eastern Region Semi-Final will be held at Shanghai Baoshan Branch Store on 24 January 2010, fascinating the anticipation of the public and becoming the highlight of Baoshan District.

Mr. Adrian Cheng, Executive Director of NWDS, said, ‘After the launching of rebranding program, Shanghai Baoshan Branch Store is the first newly developed “Living Gallery”, from merchandise mix, exterior & interior design to the shopping atmosphere of the store, all aiming at providing “One-stop” shopping service that targets people of all ages and both genders, catering for their needs in terms of “Clothing”, “Dining”, “Living”, “Travelling” and “Entertainment”. It is believed that Shanghai Baoshan Branch Store can attract a broad range of customer base as the store has an excellent geographical location. It is situated in the community zone surrounded by numerous residential estates and close to the business community center. The successful launch of Shanghai Baoshan Branch Store is served as a role model for the coming “Living Gallery” and “Fashion Gallery”, taking an important step of the rebranding program.’

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