SMART SET Unveils A New Direction

TORONTO, ONTARIO--(Marketwire - Sept. 22, 2011) - Canadian women's retailer, SMART SET, unveils a new and exciting direction for their brand this Fall that will encompass all avenues of their customer's experience including merchandise, store design, visual display and marketing.

The brand remains committed to their core customer, the modern, young Canadian woman.

Throughout 2011/2012 customers will see a fresher and more stylish SMART SET positioned as the everyday girls' boutique. SMART SET partnered with top Canadian creative, strategic and retail talents BOS Advertising, CHEMISTRY Branding, LODA Retail Design and VISION CRITICAL Research, who collectively developed SMART SET's new positioning, store design and communication.

"Our SMART SET customer has evolved and like every Canadian woman she is looking to be inspired across all of the elements of her shopping experience and we, as a brand, needed to evolve too in order to meet her specific needs. Our new direction aims to create a shopping experience that offers her both inspiration and value and that reflects her energy and personal style. We've listened to customers across the country and are confident we will surpass her expectations."

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Kim Schumpert, President, SMART SET.

With a refreshed attitude and a trendier merchandise offering, the brand will unveil a new, national advertising campaign that brings the brand to life by connecting to their customer's everyday lifestyle; a revamped website and a new brand look and feel throughout their retail locations.

Throughout their journey to discover what a young, modern Canadian woman desires from a retailer today, the brand has kept their longstanding commitment to merchandise that is trend conscious and delivers style at great value. SMART SET's merchandise will see a revitalization that combines a touch of glamour with dose of real life. The brand will also see an significant expansion in their accessories division, aiming to provide an overall selection that reflects their customer's real life needs – style, variety, value, quality and versatility.

With over 158 stores nationwide, SMART SET is poised to celebrate the lives of everyday young Canadian women with style.

SMART SET is a Canadian retail brand offering real, fresh and fun merchandise for young Canadian women. SMART SET's lifestyle collections are characterized by affordable fashion and accessories offered at the best value possible. SMART SET's offering includes apparel, handbags, jewelry and other accessories. SMART SET, a division of Montreal based Reitmans (Canada) Limited (TSX:RET)(TSX:RET.A) can be found at 158 retail locations across Canada and at www.smartset.ca.

For more information, please visit www.reitmans.ca.

Please click here for the Fall campaign images.