EMS Marks 40th Anniversary with Opening of Harvard Square Location

Urban Venue Embraces Successful New Store Format; Boasts Company’s Most Successful Grand Opening
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CAMBRIDGE, Mass. (May 22, 2007) – Eastern Mountain Sports, a leading specialty outdoor retailer, continued its business strategy to open larger, re-formatted stores with the introduction of a revamped location in the heart of Harvard Square in Cambridge on Thursday, May 17. The 15,000 square foot store marked the company's 40th anniversary and utilizes the new store format that is being rolled out throughout the company's locations. The grand opening of this reformatted store was the company's most successful to date.

The Harvard Square store opened with a community festival featuring music and food from local Cambridge vendors and adventure racing clinics led by the captain of the 2006 U.S. Adventure Racing Champions, Team Eastern Mountain Sports. One percent of the proceeds from the opening weekend was donated to the Charles River Watershed Association.

“This location reflects our heart and soul,” said Will Manzer, president and CEO of Eastern Mountain Sports. “This is a young, vibrant community that is actively engaged in outdoor pursuits. This neighborhood has been an important part of our expansion and has played a continuing role in our success. We look forward to serving Cambridge as a gathering place not only for consumers new to the outdoors, but also those who have already adopted this healthy lifestyle.”

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Since late 2004, the company has been under new management led by Will Manzer, formerly of Perry Ellis menswear. The company has embarked upon a focused plan to: connect the Eastern Mountain Sports brand to younger consumers; re-energize its real estate from malls to freestanding lifestyle centers, and return the brand to its original climbing and outdoor roots. In addition, Eastern Mountain Sports has expanded its highly respected Schools program with additional locations for its Climb, Kayak and Ski Schools.

The new store format features an experiential shopping layout with visuals designed to enhance and streamline the shopping experience. An interactive community area, or the “Hub” of the store layout, will be a place to share community information, upcoming events and adventure planning information. A larger selection of outdoor apparel and gear will also be available, including Eastern Mountain Sports proprietary products such as SYNC, its outerwear layering system, Techwick, versatile base layer and moisture management pieces that excel in a variety of conditions, and the recently launched EMS® Workhorse Pack series for men and women. Like all other Eastern Mountain Sports stores, the new Harvard Square location includes Foot Gurus, sales associates specially trained to analyze feet and custom-fit athletic footwear.

Founded in 1967 by two New England rock climbers in Wellesley, Mass., and based in Peterborough, N.H., Eastern Mountain Sports is one of the nation's leading outfitters of outdoor gear, clothing, footwear and accessories with 67 retail stores in 12 states. Eastern Mountain Sports designs and sells products for outdoor adventurers who participate in a variety of sports, such as mountaineering, backpacking, camping, hiking, adventure racing, climbing, kayaking, mountain biking and snow sports. Eastern Mountain Sports product and technology is tested by its product development and quality assurance teams in conjunction with the Eastern Mountain Sports Climbing, Kayaking and Ski Schools. More information is available at www.ems.com.




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