SOURCE: HearAtLast Holdings, Inc.

January 14, 2010 16:00 ET

HearAtLast to Launch Online Hearing Store Targeting North American Seniors' Internet Demand

MISSISSAUGA, ON--(Marketwire - January 14, 2010) - HearAtLast Holdings, Inc. (PINKSHEETS: HRAL), a leading provider of suitable affordable solutions to clients with hearing needs in the billion dollar hearing loss market co-located within select Wal-Mart Canada locations, announced today that its launching an On-line Hearing Store to target the vastly growing seniors' market in North America.

HearAtLast is in the final stages of launching its new On-line Hearing Store. Developed to address increasing internet demand for Hearing Accessories, Batteries, Assistive Listening Devices and EarBuds, this market segment has become far more attractive over the last calendar year as far more seniors utilize the internet for purchases. It also enables HRAL to cross the border for on-line sales. Recent numbers show that close to 20 million seniors spend an average of 58 hours per month on line. Additional growth comes in the form of "Linda" (the term given to the caregiver in the household) who experiences the most impact from hearing related issues States Robert J. Oswald, Executive Vice President. "Linda" is always taking care of both the immediate and extended family; this arena simplifies the process for a great deal of consumers as many communication issues can be remedied with Assistive Listening Devices which are non prescribed items by simply ordering online he adds. Significant growth is also projected from the Generation X and Baby Boomer crowd, as they begin to address and deal with escalating hearing issues by investing in safe sophisticated hi-fidelity EarBuds for iPods & MP3 players along with the wireless world. Our initial aim is to keep Sku's to a minimum with pre-selected "Best of Class" products in these segments.

HearAtLast opened its first store on October 18, 2006 in London, Ontario Canada, To date HRAL has 29 hearing stores operating in Canada, 28 co-located within Select Wal-Mart Canada Super Centers and traditional Wal-Mart Stores.

About HearAtLast

HearAtLast Holdings, Inc. is a Nevada corporation that owns and operates its wholly-owned subsidiary. HearAtLast Inc., a chain of hearing stores specializing in the sale of digital hearing aids and testing services. The company develops, owns, and operates hearing aid clinics co-located within select Wal-Mart stores throughout Canada. HearAtLast facilities sell a selection of high quality brand name hearing aids and also offer complimentary screening tests, clinical hearing tests, high end earbuds and assistive listening devices. The Company's mission is to consolidate the highly fragmented hearing services industry while providing unparalleled service to the estimated 30+ million hearing impaired individuals throughout North America. After a prescription is approved, the independent on-site audiologists and hearing aid practitioners at HearAtLast utilize a refined process to dispense the latest in Name Brand digital hearing aids.

For more information please visit the company website at:

Safe Harbor

Statements about the Company's future expectations and all other statements in this press release other than historical facts, are "forward-looking statements" within the meaning of Section 27A of the Securities Act of 1933, Section 21E of the Securities Exchange Act of 1934, and as that term is defined in the Private Securities Litigation Reform Act of 1995. The Company intends that such forward-looking statements be subject to the safe harbors created thereby.

The information contained in this press release may include forward-looking statements. Forward-looking statements usually contain the words "estimate," "anticipate," "believe," "expect," or similar expressions that involve risks and uncertainties. These risks and uncertainties include the company's uncertain profitability, need for significant capital, uncertainty concerning market acceptance of its products, competition, limited service and manufacturing facilities, dependence on technological developments and protection of its intellectual property. The company's actual results could differ materially from those discussed herein.

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