(30 July 2015 – 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 Mainland China, plan to organize the “LOL X Sowers Action Charity Sale” at LOL (Love·Original·Life) Concept Shop (“LOL”), the Company’s private label, from 1st to 31st August after the earlier announcement of title-sponsorship of the “New World Department Store Sowers Action Challenging 12 Hours Charity Marathon 2015”. All the money raised from this activity will be donated to Sowers Action to help under-resourced students in Mainland China fulfill their study dreams. 

LOL has made a special hunt for stylish premiums for this charity sale and the products include Britto tea pot and decor series, designed by a Brazilian famous pop artist and painter, featuring color blocking graffiti to cheer people up; the internationally-acclaimed Hoptimist hand-made oak dolls from Denmark which deliver happiness and positive energy with their rich color and lovely figure; and Caithness Glass limited edition paperweight collection from Scotland which are delicately hand-made with Europe’s finest Scandinavian crystal. These products will be sold from RMB118 to RMB1,480 at all LOL Concept Shops and all the money raised will be donated to Sowers Action. During the event period, customers can also pay a visit to the in-store “New World Department Store Sowers Action Challenging 12 Hours Charity Marathon 2015” exhibition to learn more about Sowers Action’s provision of education aid in Mainland China. 

LOL Concept Shop is a private label established by NWDS in March 2013 which focuses on selling stylish merchandise including skin care products, electronic peripheral products, art pieces and home décor. As of today, it has 13 physical stores and one online flagship store at Tmall (loveoriginallife.tmall.com). 

Established in 1992, Sowers Action is a non-religious, non-political and non-profit-making charitable organization in Hong Kong. Committed to promoting education aid in China through a series of practical actions, Sowers Action has adopted an approach of “multipurpose educational aid” to provide support to student sponsorship, school construction and facilities, teacher training, child and youth welfare and special education to let students with poverty and disabilities enjoy an equal educational opportunity. As of June 2015, Sowers Action has funded over 1,280 school construction projects, subsidized over 295,000 secondary school students and 870 university students, and over 28,000 teachers for teacher training programs, operated a children’s home and subsidized an orphan school, with the total amount of subsidy over RMB 440 million. 

Ms. Rebecca Woo, Corporate Affairs Director and Chairman of Sustainability Steering Committee of NWDS, said, “We feel sorry that many Chinese students have to drop out from school due to financial difficulties. The Company always attaches great attention to the healthy development of under-resourced children, and therefore, adhering to the spirit of generosity, we have title-sponsored the ‘New World Department Store Sowers Action Challenging 12 Hours Charity Marathon’ for two consecutive years and pioneered this ‘LOL X Sowers Action Charity Sale’ this year. We welcome customers to come visit and make purchase to bring these exquisite stylish products home and support charity at the same time.”

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