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Lord & Taylor Launches New Shopping Bags

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NEW YORK, Sept. 4 /PRNewswire/ -- Lord and Taylor launched today stunning new shopping bags and boxes in all its 47 stores in markets throughout the Northeast, while cleverly displaying them in the flagship's Fifth Avenue windows during New York's Fashion Week. Made of high-quality sophisticated bright white paper and bearing the renowned Lord and Taylor script logo in their center, they have a surprising orange/yellow interior. The striking "Sunrise" color suggests the East coast base of the store as well as a new day for Lord & Taylor as it reinvents itself for the 21st Century. Jane Elfers, President and Chief Executive Officer, said: "The new packaging program is an integral part of our on-going branding campaign and their extraordinary quality demonstrates Lord and Taylor's commitment to enhancing in-store services and amenities, as well as to upgrading merchandise assortments." The branding campaign showcases the results of the four year dramatic repositioning of Lord and Taylor spearheaded by Elfers.

The quintessential Eastern store and the oldest in the country, Lord and Taylor is approaching two centuries of distinction in the fashion and retail industries. The choice of the strong new "Sunrise" color represents the new spirit for the brand: bold, dynamic, and innovative, yet, like the store's 181-year-old heritage, classic, friendly and warm. Saluting Lord and Taylor's time-honored personal approach to its customers, its traditional handwritten logo, has been kept but slightly re-vamped and re-colored in the store's emblematic gray. Elfers said: "In an age of impersonal institutions, the free- hand dash of our logo makes Lord and Taylor stand apart, communicating the personable hands-on-style that our customers have loved for generations."

Created by David Lipman the branding campaign, which includes a total overhaul of Lord & Taylor's media mix, aims to project Lord and Taylor's innate style: unapologetically classic with a multigenerational attitude. A $250 million capital budget has been earmarked over the next five years, reflecting the commitment of NRDC Equity Partners, which purchased Lord and Taylor from Federated Department Stores in 2006 for $1.1 billion.

About Lord & Taylor

Lord & Taylor is an upscale specialty department store with 47 stores in nine states and the District of Columbia. Lord & Taylor has built a reputation for attentive customer service and high-quality merchandise focused on apparel and accessories. Founded in 1826, Lord & Taylor's is America's oldest department store and one of America's premier retailers.