dELiA's Announces Launch of Online Store On Yahoo! - Shopping and Content Alliance With Film.com

Business Wire, Dec 24, 1998

NEW YORK--(BUSINESS WIRE)--Dec. 24, 1998--dELiA's Inc., (Nasdaq: DLIA), a leading marketer of apparel to kids and teens, today announced that it has opened a "Best of dELiA's" online retail store on Yahoo!(R) Shopping (http://shopping.yahoo.com), a comprehensive, one-stop Internet shopping service. Since earlier this week, shoppers have been able to find dELiA's newest online offering featured within the new "Teen" category of the Apparel section of Yahoo! Shopping. This offering connects consumers with a selection of brand-name apparel and enables dELiA's to expand its presence on the Web.

"dELiA's participation with Yahoo! Shopping is part of our company's expanded Internet strategy, and we are thrilled to be able to bring our products directly to Yahoo! shoppers," said Stephen Kahn, President and Chief Executive Officer of dELiA's. "We believe that our location within the new Teen area of Yahoo! Shopping is a tremendous showcase for our product line - extending awareness of our offerings and brand on the Web. Yahoo! Shopping provides a perfect venue to reach consumers, and offers enhanced shopping features within a single environment that make the experience quick, easy and fun."

In addition, dELiA's announced that is has formed an alliance with Film.com, the leading site for film reviews and presentations of trailers and short films to provide film trailers of teen-oriented films on dELiA's www.gURL.Com web site. gURL.Com will create a teen movie section featuring film trailers, "Dig or Dis" community discussions about the films, a new "Media Mouthoff" on-line area and links to personal gURLpages relating to movies and entertainment personalities. Film.Com can be found on the web at www.film.com and is part of Real Networks (Nasdaq:RNWK), the recognized leader in streaming media.

Yahoo! Shopping, which is part of Yahoo! Inc. (Nasdaq:YHOO) opened on November 17, 1998, and is being promoted nationally on television and in a variety of publications by both Yahoo! and Visa. Today, there are more than 3,000 participating merchants in Yahoo! Shopping including: Bluefly.com, Ben & Jerry's, Big Dog Sportswear, Bugleboy, Cambridge SoundWorks, Crabtree & Evelyn, Copeland's Sports, Dean & DeLuca, Digital Chef, Domestications, Egghead.com, FAO Schwarz, FTD Flowers, Fragrance Counter, Frederick's of Hollywood, GreatFood.com, Gourmet Market, International Male, RoadRunner Sports, San Francisco Museum of Modern Art, Service Merchandise, Smith & Hawken, The Company Store, Tower Records, Tweeds, Vermont Teddy Bear, Yahoo! Gear, and many more. (See related video available at http://www.videonewswire.com/play?video=1998111201.)

Separately, dELiA's announced that the company has launched an informational site for Storybook Heirlooms, its recently acquired children's apparel catalog. The new site, located at http://www.storybookheirlooms.com, offers information on the Storybook Heirlooms revamped catalog and is now accepting catalog orders.

dELiA's Inc. is a leading marketer to "Generation Y," which is defined as consumers ages 10 to 24. The Company offers both recognized and emerging brands through catalogs, retail stores and the Internet.

Yahoo! and the Yahoo! logo are registered trademarks of Yahoo! Inc. All other names are trademarks and/or registered trademarks of their respective owners.

With the exception of the historical information contained in this press release, the matters described herein contain forward- looking statements that are made pursuant to the Safe Harbor provisions of the Private Securities Litigation Reform Act of 1995. Forward-looking statements involve a number of risks, uncertainties and other factors beyond the Company's control, which may cause material differences in actual results, performance or other expectations. These factors include, but are not limited to, increases in the cost of materials, printing, paper, postage, shipping and labor; timing of catalog mailings; response rates; levels of competition; difficulties in integrating acquisitions; weather and other factors affecting retail stores; and other factors detailed in the Company's registration statements and periodic reports filed with the Securities and Exchange Commission.