Papyrus Announces Aggressive Growth Plan Fueled by Series of Rebranding Initiatives

FAIRFIELD, Calif., Aug. 7 /PRNewswire/ -- Dominique Schurman, CEO and President of Papyrus, the specialty family-owned and operated premium retail stationery business, has announced several significant developments designed to move the company forward as it implements an aggressive growth plan. Recent initiatives include the execution of a new company logo and store design, hiring of key executives in finance, wholesale and marketing, establishing new relationships with advertising, marketing and public relations partners and the development of new brand promotions executed in tandem with third parties in the hospitality industry. Moving forward, Dominique announced that the retailer will launch an e-commerce Website this fall.

Dominique announced that the company is on track with its current fiscal 2006 expansion including 50 new corporate stores, of which 16 are franchised locations the company has bought back. Continued execution of this expansion plan will bring its company owned store total to 150 locations by fiscal year end; up dramatically from the 60 company owned stores Papyrus operated only 5 years ago. In addition, the wholesale business, which has grown into a multi-million dollar division and involves some of the country's most high profile retailers, will continue to grow as new retail partners are added to its already impressive roster.

Explained Dominique, "We began the rebranding process by developing the phrase 'Life as Celebration,' which perfectly embodies the essence of our brand and informs everything we do. Celebrating life's important moments is the foundation upon which we build genuine personal connections with our customers, our strategic marketing partners, and ourselves. We selected the hummingbird as our icon because the hummingbird's delicate grace reminds us that life is rich, beauty is everywhere, and that any personal connection has meaning."

  In addition, Papyrus has:
      1. Developed and begun the implementation of a new store design which
         features chocolate brown walls, rich wood veneers, hardwood
         flooring and a signature fuchsia accent wall.  By the end of the
         year, 60 stores will feature the new design.  Merchandise has been
         reorganized into three core segments: Celebration (greeting cards,
         wrappings and gifts); Gracious Living (invitations, party
         accessories, candles, napkins, place cards and favors); and
         Sanctuary (intimate personal gift items that express individual
         styles and tastes).
      2. Tasked new advertising and public relations partners, The Ad Store
         and JS2 Communications respectfully, to create a new marketing
         campaign that includes a print advertising campaign featuring the
         tagline "Papyrus. The Joy of Everyday," and comprehensive PR plan
         designed to target consumers locally, regionally and nationally.
      3. Partnered with Starwood Hotels & Resorts to offer consumers the
         honeymoon trip of a lifetime as part of their in-store "Honeymoon
         Sweepstakes" promotion.
      4. Hired key executives, including CFO Brad Schneider, previously
         VP/CFO at Godiva; Vice President of Stores Shawn Pauli,previously
         Regional Manager, Midwest at Gap; Vice President of Wholesale Sales
         Scott Jones, previously VP Sales, North America at Godiva; and
         Director of Marketing Elizabeth Maguire, previously Director of PR
         at Starwood Hotels and Resorts New York.
      5. Begun putting the final touches on an e-commerce Website which will
         expand the in-store experience.  It will launch this fall.

"Since Papyrus was founded by my parents in 1950, we've evolved and elevated the brand to meet and exceed our customer's expectations for a lifestyle resource as they celebrate the extraordinary moments in their lives," said Dominique Schurman. "The re-branding initiative is the latest example and we are excited about the new changes. Most importantly, the legacy that started it all -- emphasizing genuine, personal connections -- remains."

About Papyrus

The word Papyrus (pah - pie - rus) comes from the earliest form of paper crafted from the papyrus plant. The company was founded in a family kitchen over 55 years ago and was inspired by a love of fine art that was a vision for products of uncompromising quality from which genuine personal connections were made. Led today by second generation business owner Dominique Schurman, Papyrus's 150 stores offer an ever-expanding array of distinctive and luxurious merchandise including custom printed announcements, products for entertaining, high end greeting cards, gift wrap, gift bags, stationery, journals and unique gift items that combine creativity with flair. Visit http://www.papyrusonline.com/ for product information and store locations.