Sonomax Hearing Healthcare Inc.

Sonomax Hearing Healthcare Inc.

October 18, 2006 08:30 ET

Sonomax Announces Debut of One-Hour Hearing Aids in Wal-Mart Store

First-Ever HearAtlast Store-Within-a-Wal-Mart Opens Today in London, Ontario

MONTREAL, QUEBEC--(CCNMatthews - Oct. 18, 2006) - Sonomax Hearing Healthcare Inc. (TSX VENTURE:SHH) proudly announces that a new hearing aid retail chain owned by HearAtlast, a division of the Atlast Group of companies, will launch its first store inside a Wal-Mart today, featuring Sonomax's groundbreaking Sono3® hearing aid. Sono3® is an affordable, yet state-of-the-art, custom-fit, comfortable, hearing aid that can be customized, programmed, and delivered to the retail shopper in about an hour. Today's opening will be an inaugural launch to HearAtlast's official unveiling to the media on November 8th 2006.

Armed with the knowledge that 80% of people who require hearing aids do not have them, primarily because the average Canadian household income simply does not allow for the expenditure of what can amount to thousands of dollars for hearing aids, and that typically, final delivery of hearing instruments takes weeks or even longer, Sonomax set off to broaden this customer base by offering up an affordable and convenient solution for Canadian consumers.

"Coming from a hearing health background, I knew what a tall order it would be to make state-of-the-art hearing aids that were affordable and readily available to the public at large," says Nick Laperle, President and founder of Sonomax Hearing Healthcare. "When I look back, I realize how extremely fortunate we were to have the pieces of the puzzle fall into place the way they did - the success of Sonomax's instant-fit SonoCustom® earpiece Gennum Corporation's (GND:TSX) ability to incorporate a modular DSP to work with our expansion technology, a retail operator that is led by a pioneer in the instant retail delivery of a similar product-eyeglasses, and a major retail chain that had the social conscience to make the gift of hearing available to all Canadians."

At the HearAtlast stores, products will range from $397-$997; with the Sono3® around the mid-range, and most products will be subsidized by provincial programs, making the consumer's out-of-pocket expense relatively low when compared to the cost of comparable conventional hearing aids.

Dr. Randy Lacey, President and Chief Operating Officer of HearAtlast Group and Atlast Pain and Injury Solutions is known for having changed the landscape of optical care thanks to his "one stop" shopping concept for vision care and eyewear, later sold to LensCrafters™. "When Nick Laperle first spoke to me about the Sonomax invention and the possibility of making custom made hearing aids in about 1 hour, that could help millions of people, I knew I just had to be involved," said Dr. Lacey.

The London hearing store is the first HearAtlast location to open in a Wal-Mart store and will feature a full range of affordable hearing instruments as well as Sonomax's flagship hearing protection devices, Bluetooth products and SonoPass® software.

People purchasing the Sono3® at HearAtlast will be able to experience "the shoppers experience," - they will be able to go shopping and return home with an affordable, custom-fit, comfortable, state-of-the-art, digital hearing aid, that was fitted and programmed in about an hour.

About Sonomax

Sonomax Hearing Healthcare Inc (TSX Venture Exchange: SHH) is a leader in the development and manufacturing of intra-ear technology for hearing protection, hearing enhancement, and other auditory applications. Sonomax's SonoPlatform™ is the foundation for state-of-the-art hearing aids and digital wireless applications. The Sono3® has the potential to become the new paradigm of quality, affordability, and consumer access in terms of hearing healthcare.

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About HearAtlast

HearAtlast the Hearing Store, will be the first Canadian hearing aid dispensary to offer consumers and those 3.1 million that are hearing impaired, affordable custom fit digital hearing aids, hearing protection and ALD's in about an hour. Our licensed professionals will provide convenient hours of operation and locations to satisfy this ever growing epidemic. Managed by Dr. Randy Lacey President and COO, Robert J Oswald, and a well versed Board of Directors, HearAtlast will help change the way Canadians Hear.

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