Fry, Inc. Chosen to Redesign E-commerce Sites for Ann Taylor

[NewsDesk]

Two new sites and customer contact center planned

Fry, Inc., a leading e-commerce design, development and managed services provider today announced Ann Taylor Stores Corporation has engaged Fry for the redevelopment and hosting of its Ann Taylor (www.anntaylor.com ) and Ann Taylor Loft (www.anntaylorloft.com ) web sites. Fry will also develop a multi- channel client service Web site and order entry system for Ann Taylor's Customer Contact Center.

The redesigned sites are scheduled to launch in early 2007.

"We are thrilled to be working with Ann Taylor, one of the country's leading specialty retailers," said David Fry, president and chief executive officer of Fry, Inc. "Having worked with major apparel retailers for years, we will develop sites that are among the very best of the next generation of online shopping."

The sites will be built with Fry's Open Commerce Platform(TM) (OCP), an e- commerce solution that enables retailers to quickly and economically develop an online store and expand their e-commerce business. With more than a dozen implementations by major retailers since its release in 2004, OCP is one of the fastest-growing commerce platforms in the marketplace. Like all OCP sites, anntaylor.com and anntaylorloft.com will feature robust content management, merchandising and promotional tools, targeted merchandising capability and advanced site search.

"As a successful multi-channel retailer, our Web sites must convey the equity of the Ann Taylor brands, provide our customers with exceptional client service and deliver an enriched shopping experience," said Michelle Pearlman, senior vice president, Ann Taylor Direct. "The design and technological expertise Fry brings to the task will help us accomplish those goals."

In addition to the redesign of the sites and order entry application, Fry will host the sites and provide managed services and full-service maintenance on an on-going basis.

About Fry, Inc.
Fry, Inc. helps organizations conduct business transactions, disseminate information, build customer relationships and synchronize efforts across multiple channels. The firm designs, builds, integrates, hosts and manages e- commerce applications for clients such as Brookstone, Crate and Barrel, Eddie Bauer, Godiva Chocolatier, The Home Depot, Kmart, Lillian Vernon, Whirlpool and World Market. Online operations created and managed by Fry generated more than $1 billion in 2005. The company has offices in Ann Arbor, Chicago, New York and San Francisco and specializes in systems engineering, managed services, information architecture, creative design, usability and brand strategy. Fry is a privately held company that has been designing and developing online applications since 1994. For more information, visit the Fry web site at www.fry.com

About Ann Taylor
Ann Taylor is one of the country's leading women's specialty retailers, operating 831 stores in 46 states, the District of Columbia and Puerto Rico, and also Online Stores at www.anntaylor.com and www.anntaylorloft.com

Media contact:
Tim Wieland
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wieland@airfoilpr.com
Airfoil Public Relations - High Tech PR
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