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Federated Launches New Bridal Club Program;

From: ASAP


Strengthening its leadership role in wedding and gift registries, Federated Department Stores, Inc. (NYSE:FD)(PCX:FD) today announced its Macy's Home Store division has introduced Macy's Bridal Club, the only wedding registry program providing rewards for the entire bridal cycle - purchases made by the couple prior to their wedding date, gifts purchased by their guests, plus discounts for the bridal couple to help complete their registry.

Participating registered couples will receive a Macy's gift card equal to 10 percent of most store purchases made with their Macy's-branded credit card prior to their wedding date. They also receive an additional five percent reward on most purchases by guests from their registry. In addition, the couple receives a 10 percent discount on most items purchased from their registry as they complete their Macy's registry after the wedding.

"Welcoming engaged couples through Macy's Bridal Club is one more way Macy's differentiates itself," said Susan Bertelsen, Macy's Home Store senior vice president for bridal. "With everything under one roof at Macy's, couples can quickly earn significant rewards from their purchases when shopping for clothes for their engagement party and honeymoon, their attendants' gifts, bridesmaid dresses and items for their new home. The rewards are very appealing to any couple, particularly young newlyweds just starting out."

Federated is an industry leader in both registries and wedding gift sales. "Our multi-channel approach - offering online and in- store registries, coupled with the expertise of our dedicated bridal consultants offers comprehensive service to engaged couples. Our vast assortment of merchandise and national presence is of tremendous value to couples and to their guests," Bertelsen added.

"We are working to attract the interest of a new generation of engaged couples through new programs and unique product assortments," said Bertelsen. "This is a generation raised on technology, cell phones, the Internet and 24/7 access to information. They want new and exciting product offerings and our merchants are constantly introducing new product assortments that speak to this group."

Online bridal registries are increasingly popular, providing a convenience for wedding guests and the engaged couple. Brides and grooms have constant access to their registry to make updates and check on purchases through macysweddingchannel.com. The couple also receives regular e-mail communications on new products, trends and helpful wedding planning information.

In addition to exclusive lines from brands such as Hotel Collection, Charter Club Home, Tools of the Trade and The Cellar, Macy's offers merchandise from top designers such as Kate Spade, Vera Wang, Calvin Klein and Ralph Lauren.

The launch of Macy's Bridal Club represents a next-step enhancement for Federated's successful wedding registry business, which also includes Bloomingdale's. All of the company's online registries are offered in partnership with weddingchannel.com.

Federated, with corporate offices in Cincinnati and New York, is one of the nation's leading department store retailers, with annual sales of more than $15.2 billion. Federated operates more than 450 stores in 34 states, Guam and Puerto Rico under the names of Macy's, Bloomingdale's, Bon-Macy's, Burdines-Macy's, Goldsmith's-Macy's, Lazarus-Macy's and Rich's-Macy's. The company also operates macys.com and Bloomingdale's By Mail.

June 17, 2004

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