Arnold Palmer swings into summer with new sportswear exclusively at Federated Department Stores; casual wear that goes from the fairway to the boardroom.

NEW YORK--(BUSINESS WIRE)--May 1, 1996--It's official, Federated Department Stores, Inc. has scored a hole-in-one with its launch of Arnold Palmer Sportswear. The line of men's-only golf apparel is designed by Federated Product Development and will be available in stores throughout Federated divisions, (The Bon Marche, Burdines, Goldsmith's, Lazarus, Macy's, Rich's), this spring. Additional items will be added to the new Palmer line during the summer.

This exclusive celebrity endorsement is a first for Federated. "A champion of Palmer's stature embodies what our sportswear is all about, quality, individuality and endurance that has cross-generational appeal," said Joe Feczko, senior vice president, Federated Marketing Services.

Palmer, whose legendary career in professional golf has made him an icon symbolizing the traditions, success and style of the sport, brings with his name a timeless sense of American values to this line of clothing. "We are obviously thrilled that Arnold Palmer so enthusiastically endorses his new line of golfwear because we feel the quality of our product and Mr. Palmer's long and illustrious career are a good match. They speak well of the pride and workmanship that go into a career and into a quality product. Our team is completely motivated to deliver consistently outstanding product under the Arnold Palmer name," said Terry Lundgren, chairman of Federated Merchandising/Federated Product Development (FM/FPD).

"I've worn golf shirts all my life so I knew what I was looking for in my own line of shirts," said Palmer. "When I saw what Federated was putting together -- an understated, quality garment that can perform and last -- I signed my name to it because it's superior and it's got style."

To tee-off in state-of-the-art style, Federated will hold a press conference with Palmer at the Chelsea Piers the morning of May 7, 1996. Palmer will be available for questions and answers via satellite feed from his hometown of Latrobe, PA. TV stations around the country will be given the satellite coordinates so that they may receive the conference.

Because of FPD's unique sense of fashion and design, this line of sportswear offers the wearer fashion flexibility -- a look that easily allows him comfort and style on the course and in the corporate world. The line consists of men's knit tops, which represents 85 percent of the total spring offering, with coordinated shorts and spring-weight golf jacket and sweater vest. "We were after a distinctive look, one that is reminiscent of the traditional golf era while being cutting edge in terms of color palette and fabrications -- fashion elements that are important to our customers," said Ken Mesnik, FPD senior vice president of men's, children's and home.

Knit shirt components for the Spring `96 line consist of a novelty solid, as well as a variety of complementary shirts. They are broken down into two color stories. The first combines brick, black, sage and flax heather, to create a sophisticated look. The second is a more traditional blue story using ocean, leaf and oatmeal heather. Both color stories are mix and matchable for a variety of looks and moods. A modified short and long-pant offering is included in the group for delivery in the spring assortment.

Still in development are a variety of silhouettes and novelty golf motifs for the line's sweaters. The outerwear element of Federated's Palmer line will be expanded to include a functional "wind shirt," as well as a micro-fiber solid jacket. Also in development is the new holiday line, which will be ready for the 1996 holiday season.

Most noteworthy in the developmental stage for the knit-shirt portion of the line is the launch of Tencel fabric exclusively for Federated. Tencel is a natural fiber produced by Courtaulds from the cellulose in harvested wood pulp. When Tencel is knitted into any material the result is a fabric that has a luxurious hand, drape and outstanding performance characteristics for holding shape and standing up to machine washing. These features make it a truly easy-care product, a combination which translates to aesthetics at affordable prices.

FPD, which works in tandem with FM, is headquartered in New York City. FPD focuses on designing and sourcing private label merchandise by networking with offices in 17 countries, while FM concentrates on merchandising strategies implemented throughout its divisions.

Federated, with corporate offices in Cincinnati and New York, is one of the nation's leading department store retailers, with annual sales of more that $15 billion. Federated currently operates more than 400 department stores and 150 specialty stores in 36 states. Federated's department stores now operate under the names of Bloomingdale's, The Bon Marche, Broadway, Bullock's, Burdines, Emporium, Goldsmith's, Lazarus, Macy's, Rich's, Stern's and Weinstock's. -0-

(Note: Information on Federated and its operating divisions is available on the Internet at http://www.federated-fds.com. Copies of past press releases and corporate background data also are available by calling Fax-On-Demand at 1-800-853-9150.)

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CONTACT: Federated Department Stores, Inc.

Christine Carter, 212/494-5437