bossini Exalts the 'bossini. be happy' Brand Value

Tuesday, June 23, 2009


Announcing Partnership with 'Smiley World' To Spread Happy Seeds in the Community

HONG KONG, June 23 /PRNewswire-Asia/ -- Bossini International Holdings Limited (HKEx: 0592) exalts the latest "bossini. be happy" brand value and announces to partner with the world's acclaimed icon "Smiley World" to actively promote happiness in the community and call for everyone to "be happy", enhancing the "happy brand" image.

bossini has always been advocating the positive, enthusiastic and happy attitude. Through the brand value of "bossini. be happy", it further optimizes and strengthens the brand image. Ms Kathy Chan, CEO of bossini remarked, "We lined with the world's acclaimed brand "Smiley World" to be our strategic partner to introduce bossini x "Smiley World" apparel collection, calling on the community to "be happy", which is the extension of our brand value."

Mr Nicolas Loufrani, CEO of Smiley(R) expressed, "We negotiated with bossini as our official apparel licensing partner in China and Asia Pacific over a year ago. We look forward to leveraging the fantastic products and the strong channel network to further extend the brand value of 'Smiley World' to every corner of the world. We believe our collaboration is a perfect match because we have the same brand value, brand image and target group. Both of us care about happy attitude in our lives. We also believe the 'Smiley World' apparel collection will offer amazing surprises and happiness to our customers."

Ms Kathy Chan, CEO of bossini added, "Launching 'Smiley World' licensing products by bossini is one of our sales and marketing strategies. We hope to offer customers by a holistic approach, such as amazing products, visual merchandising, colorful displays, professional and sincere services together with our cheerful staff, permeating happy and positive elements to strengthen the brand value bossini."

At the event, the lovely Smiley(R) mascot attends to witness the partnership signing ceremony between bossini and Smiley(R). Ms Kathy Chan, CEO of bossini and Mr Nicolas Loufrani, CEO of Smiley(R) also lead more than a hundred of bossini staff members for the oath taking ceremony of "bossini. be happy". Meanwhile, the function was full of fun and laughters as the models showcaseed the latest bossini x "Smiley World" collection.

The latest bossini x "Smiley World" collection includes ready to wear for men, women, kids and babies, offering brilliant-coloured items such as printed t-shirts and charming accessories. These items are priced between HK$49 to HK$150. In addition, customers who purchased any item of net value over HK$600 will be able to get the limited-edition bossini happy director chair. Available while stock lasts. Shoppers can pamper themselves with the latest bossini x "Smiley World" at all bossini stores on 25 June 2009.

For enquiry, please contact:

Porda International (Finance) PR Group

Harriet Lau

Tel: +852-3150-6761

Email: harriet.lau@pordafinance.com.hk

Kelly Fung

Tel: +852-3150-6763

Email: kelly.fung@pordafinance.com.hk

SOURCE Bossini International Holdings Limited