(17 May 2010 – Hong Kong) 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 forth store in Beijing, Beijing Shishang New World Department Store (“Beijing Shishang Store”), commenced operation on 13 May 2010.

Beijing Shishang Store enjoys excellent geographical location, which is strategically located at Bonding Center, Chongwen district; it only takes 5-min walk to Beijing New World Department Store (“Beijing Store”), and adjacent to large government office, leading hotels and major banks. Besides, area within 1km is densely covered by numerous residential units with huge consumption power generated from those middle to high income families. The store is well connected with various public transportation routes, including Metro and a number of bus routes. The convenient location facilitates customers coming to the store to fulfill their needs of shopping and leisure, indicating the infinite potential growth of Beijing Shishang Store. The opening of the new self-owned store will increase the Company’s total number of stores to 35, while the aggregate gross floor area will rise to 1,170,000 sq.m..

Appearing as the first brand new “Fashion Gallery”, Beijing Shishang Store consists of 4-storey with gross floor area of approximately 40,000 sq.m., targeting OL group and striving to be the new trendy landmark for the ladies in Beijing. The new store hires all male frontline salesperson to provide attentive services and shopping advices for female customers from male perspective. The largest and comprehensive indoor pet flagship store is set up in Beijing Shishang Store, which is equipped with pet cosmetic corner, aquarium, birds’ corner, crawlies’ corner and special creatures’ corner, fully taking care all the needs of ladies who love pets. In addition, Beijing Shishang Store makes a breakthrough to replace the conventional store’s category basis by introducing an innovative composite operation mode. For instance, the bookstore is operated in composite mode by combining with coffee shop to provide drinks and snacks, as well as broadcasting theme movies and organizing experts seminars and book-signing events. It is indeed a new and exciting hot spot for vogue enthusiasts. The store introduces various renowned local designer brands and houses more than 30 Japanese & Korean style fashion shops, leading to a more plentiful fashion portfolio. Numerous discount sections selling Spanish merchandise, women apparel, outdoor products and household supplies are provided for prudent ladies, satisfying their desires of hunting treasures. Moreover, VIP classroom with tailor-made courses for ladies will be held periodically, fully taking care of female customers’ needs. Barrier-free internet service is also provided in Beijing Shishang Store, customers can access to the internet and reply email on the go.

The design of the new store embodies the elements of modern and dynamic. The use of contrasting images and colors of Beijing Shishang Store reflects its trendy and modern characteristics. Multi-media spaces are developed for customers to receive the latest trendy news; whereas leisure area is decorated with art pieces to indulge shoppers in an artistic mood.

Mr. Adrian Cheng, Executive Director of NWDS said, “Adhering to the spirit of innovation, NWDS always brings new elements to the domestic department store industry. After initiating a new concept of ‘Fashion Style’ and ‘Living Style’ as the new operation mode, we have developed the first ‘Fashion Gallery’ themed as “Feminine Club” in Beijing. Beijing Shishang Store is tailor-made for ladies, whether students, OL, or housewives can find all they need here, providing assiduous service to female customers. NWDS operated the first store in Beijing as early as 1998, we have 4 stores in Beijing at present, including the new Beijing Shishang Store. The two Living Galleries, Beijing Store and Beijing New World Liying Department Store, and two Fashion Galleries, Beijing New World Trendy Department Store and Beijing Shishang Store, are complementary stores in Beijing, bringing the advantage of one-stop shopping department stores and theme stores to attract different types of customers at the same time. It is believed that the opening of Beijing Shishang Store will further strengthen Beijing as the core city for business development of Northern China, fully tying in with our expansion strategy of ‘multiple presences in a single city’.”

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