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The Gymboree Corporation Launches New Specialty Retail Concept

From: ASAP


The Gymboree Corporation (NASDAQ:GYMB) announced the launch of Janeville(TM), a new retail concept offering clothing and accessories for women in their mid-30s and older who value modern styling, comfort and individuality. The Gymboree Corporation will open the first three Janeville stores throughout April, and plans on opening a total of 10 stores in 2004.

"We've designed Janeville clothing in collections so that it's easy for our customers to put together outfits, wardrobes, or find a piece or two that work well with what they already have in their closets," said Kathy Lee, vice president and general merchandise manager, Janeville. "We have paid careful attention to fit -- particularly for bottoms -- and provide many silhouette options in each collection to flatter many body types."

"In addition to putting a lot of thought into our sizing and cuts, we believe our Janeville customers will be pleasantly surprised by how much attention we've paid to the smallest details on each item of clothing," added Lisa Harper, The Gymboree Corporation's chairman and chief executive officer. For example, the first spring collections include relaxed jackets and capri pants with floral-print linings; feminine tops and easy dresses and skirts with special embroideries, beading, ribbon trims and piping; twin sweater sets with hand embroidery and pearl buttons; and delicate pointelle sweaters. New collections are delivered to stores approximately every two weeks. Janeville also carries lines of more classic tops and bottoms on a seasonal basis.

Clothing and accessories prices span an assortment of basics to more specialty items. Knit tops range from $24-$68, woven tops from $48-$68, sweaters from $38-$158, pants from $68-$88, dresses from $88-$128, skirts from $58-$88 and jackets from $58-$128.

The store's architecture creates an unexpected residential environment with a cottage facade and front porch, evocative of a home in Sonoma, Calif. or the Hamptons. Materials utilized include distressed wood, decorative wrought iron, galvanized steel and brick, highlighted by contrasting, warm textures and colors. Subtle feminine details are found throughout the store and product is displayed among antiques, plants, one-of-a-kind fixtures and slipcovered furniture. The comfortable store environment, product, gift packaging, music and knowledgeable sales staff all work together to create a welcoming shopping experience that is reflective of the Janeville woman's lifestyle. Stores are approximately 3,000 square feet.

The first Janeville store opened on Friday, April 2, 2004 at Westfield Shoppingtown Valley Fair in Santa Clara, Calif. Two more Janeville stores will open throughout April at Bellevue Square in Bellevue, Wash. and on Burlingame Avenue in Burlingame, Calif. Approximately 10 stores will be open by year-end. For more information about future store openings, visit www.janeville.com.

About the Company

Janeville is the newest innovative retail concept from The Gymboree Corporation, an international family of specialty retail brands highly regarded for unique, high-quality products delivered with personalized customer service. As of April 3, 2004, the Company operated a total of 626 stores: 590 Gymboree(R) retail stores (539 in the United States, 28 in Canada, and 23 in Europe), 35 Janie and Jack(TM) retail shops and 1 Janeville(TM) store in the United States. The Company also operates online stores at gymboree.com and janieandjack.com, and offers directed parent-child developmental play programs at 532 franchised and company-operated centers in the United States and 25 other countries.

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