News Release FOR IMMEDIATE RELEASE   Bealls Launches new Fashion for Real Life™ campaign   BRADENTON, Fla., January 22, 2009 - Bealls Department Stores, Inc. launched their new Fashion for Real Life™ campaign tonight during a press party held at the West Bradenton store location. For the first time in company history, Bealls invited their vendors and media partners to attend an exclusive launch event at their store. Present at the event were Beall's Department Stores, Inc. President, Lana Cain Krauter and members of Bealls buying, product development and marketing teams. Krauter began the event by introducing Bealls' new Fashion for Real Life Expert, Kim Ulmer. Kim represents the new approach Bealls will take with the Fashion for Real Life#153; campaign and the emphasis on Real fashion and Real value. Fashion for Real Life™ Fashion for Real Life is what Bealls strives to deliver to their customers every day. Bealls understands that it's a "real life" challenge for their customers to outfit the whole family, so they've developed a campaign centered on making fashion easy and affordable. Kim Ulmer, Fashion for Real Life Expert Kim Ulmer's relationship with Bealls began when she was 10 years old, modeling for their print advertising. During her late twenties, she traveled to Europe and Asia, modeling and working in the fashion industry. Kim missed Florida, so she moved back home to Tampa and reunited with her friends at Bealls. Her recent work with Bealls includes fashion and hair and makeup styling for photo shoots. Outside of work, Kim is a wife and mother. Her husband, a fireman, and her three-year old daughter, keep her on her toes. As the Bealls Fashion For Real Life Expert, Kim will get to take all of her experience in fashion—and her perspective as a Florida mom—to help people get the most fashion for their dollar. She will work with the Bealls fashion team to select the season's top fashion trends and make them easy for customers to pull together for a complete look, while interpreting them for the Florida lifestyle. This fashion team includes Bealls buyers, product development team members, and marketing team members. Bealls will showcase Kim's Fashion for Real Life "Top Picks" throughout the store. The "Top Picks" will include new style introductions and trends, give fashion tips, and show customers how to accessorize to create that perfect outfit, all within budget. Kim's first "Top Pick", introduced at the event, was scarves. To help customers be "Scarf Savvy", Bealls has trained all of their store associates on 8 ways to wear a scarf. Customers will be able to talk "all things fashion" with Kim on the FashionforRealLife.com blog. This site will also track the seasonal trends and must have items available at Bealls. Kim can be booked for morning show appearances and other special events, by contacting Karen Filips at karenf@beallsinc.com. Bealls Department Stores is a division of Bealls, Inc. The Bradenton, Florida-based company, privately held since its opening in 1915, now operates more than 500 stores in 13 states under the names Bealls, Bealls Outlet, Burke's Outlet, Bealls Clearance Stores & Bealls Home Accents. To learn more about Bealls, or to shop online, visit BeallsFlorida.com. Contacts: Gwen Bennett VP-Advertising & eCommerce Bealls Department Stores, Inc. 941-744-4265 Karen Filips Director Promotions & Production Bealls Department Stores, Inc. 941-744-4262   1806 38th Avenue East · Bradenton, FL 34208 · www.BeallsFlorida.com Bealls stores are operated by Beall's Department Stores, Inc. and by Beall's West Gate Corporation