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Federated Bridal Strategy

From: ASAP

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Federated Direct, the direct-to-customer division of Federated Department Stores, Inc. (NYSE:FD), announced today the appointment of Peter Mendoza as Senior Vice President, Bridal Strategy and Development, for Federated Direct.

Mr. Mendoza, 41, joins Federated Direct with more than fifteen years of experience in Federated Department Stores' Rich's/Lazarus/Goldsmith's Division (RLG), where he served as Vice President of the Reinvent Project for the past two years.

"Bridal remains a very vibrant and growing piece of our overall business and Peter will be instrumental in coordinating the expansion and execution of our bridal strategy to match the tremendous potential in this market," said Dawn Robertson, President of Federated Direct. "Peter's in-store retail experience and familiarity with Federated brands, including our registry process, are invaluable assets and we welcome him to the management team."

Prior to working on the Reinvent Project, where he headed up the development and execution of the new Lazarus Easton store, in Columbus, Ohio, Mr. Mendoza was a Regional Vice President for RLG stores in Pittsburgh and Kentucky. He began his retailing career in the executive training program at Davison's, then a division of Macy's, in 1982.

"Whether the engaged couple or guests visit us online or in-store, Federated's bridal strategy ensures their access to an unrivaled collection of stores, brands, merchandise and services that have placed it in a leadership position for registries and gift giving. The registry realizes the true potential of the multichannel shopping experience," Mr. Mendoza said. "I am delighted to join the team in support of its ongoing bridal efforts."

Federated's bridal business includes online registry sites for Macy's, Bloomingdale's, Rich's, Lazarus, Goldsmith's and The Bon Marche. All sites are co-branded with WeddingChannel.com.

About Federated Direct

Federated Direct is the direct-to-customer division of Federated Department Stores, Inc., encompassing catalog and e-commerce businesses. Headquartered in New York City, Federated Direct includes macys.com and Bloomingdale's Direct. Working closely with the department store divisions, Federated Direct is responsible for leveraging the company's multichannel retail strategy.

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