Sterling Shoes Inc.

September 20, 2010 12:30 ET

Sterling Shoes Appoints New President and CEO

VANCOUVER, BRITISH COLUMBIA--(Marketwire - Sept. 20, 2010) - The Board of Directors of Sterling Shoes Inc. (TSX:SSI) (the "Company") is pleased to announce that David Alves has been appointed as President and CEO of Sterling Shoes Inc. effective November 17, 2010. Mr. Alves will also be appointed as a Director of the Company effective November 17, 2010.

Mr. Alves has extensive experience in the retail sector with buying, management and executive positions with Zellers, Hudson's Bay Company, Winners, and TJX Europe. His previous position was Group Director, TK Maxx/HomeSense in London, England.

"Dave has over 20 years of international experience across all retail disciplines and we are very pleased to have someone of his calibre joining Sterling," said Rick Mahler, Chair of the Board. "We would also like to take this opportunity to welcome Dave, his wife Carolyn and their 2 daughters to Vancouver."

Mr. Alves states, "I am extremely pleased to be assuming the role of President and Chief Executive Officer of Sterling and to have the opportunity to lead the Company in the next stage of its growth."

About Sterling Shoes Inc.

Sterling is a leading Vancouver-based footwear retailer offering a broad selection of private label and brand name shoes and accessories in five Canadian provinces through its six separate retail banners: Sterling, Joneve, Shoe Warehouse, Freedman Shoes and Gia. Since 1987, Sterling Shoes has grown from five shopping mall locations to 161 stores (as at September 20, 2010) located in high-traffic, high-visibility locations within enclosed and unenclosed shopping malls and on high streets. The Company currently employs over 1,300 employees. The Company's shares are listed on the Toronto Stock Exchange under the symbol SSI. The Company's convertible debentures are listed on the Toronto Stock Exchange under the symbol SSI.DB.

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Additional information about Sterling Shoes Inc. can be found in the disclosure documents filed by Sterling ShoesInc. with the securities regulatory authorities, available at

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