LOULOU and Addition Elle Unveil Spring Collection for Plus-Sized Women


    Available at select Addition Elle stores starting April 10, 2008.

    TORONTO, April 2 /CNW/ - This season, plus-sized women are invited to
kick their style up a notch with the LOULOU Limited Edition Collection by
Addition Elle. LOULOU magazine and Addition Elle are pleased to announce that
they have joined forces to create a unique and contemporary capsule
collection. The 16 runway-inspired pieces in this one-of-a-kind collection
were designed and developed by Addition Elle, using the fashion expertise of
LOULOU editors. In other words, they're hot!
    The LOULOU Limited Edition Collection by Addition Elle will be available
at 34 select Addition Elle stores across Canada starting April 10, 2008.
Shoppers are invited to view the entire collection in the LOULOU 14+ section
of louloumagazine.com or to shop online at additionelle.com.
    "Collaborating with Addition Elle feels like the perfect fit," says
Marie-José Desmarais, Publisher and Editor-in-Chief of LOULOU. "Our
fashion-forward plus-sized readers are always asking us for tips and shopping
advice, and we feel that this collection meets their needs. LOULOU is a
style-savvy shopping inspiration for women - no matter what their dress size.
So at last: a fabulous, trendsetting collection designed especially for
plus-sized women."
    The LOULOU Limited Edition Collection by Addition Elle is a flattering
interpretation of the spring's hottest trends, featuring beautifully tailored
urban basics like jackets, wide-legged trousers and flowing jersey tops
embellished with brush-stroked floral patterns. The pieces can be mixed and
matched to create stunning styles for the workday, weekend and swanky soiree
alike. And with prices ranging from $38 to $145, the collection offers a
fantastic quality-price ratio.
    "This is a thrill for Addition Elle," says Addition Elle President Kerry
Mitchell. "We're excited about this fabulous limited-edition line and our
collaboration with LOULOU. We admire LOULOU's commitment to fashion for
everyone, not to mention the magazine's stylish influence. We look forward to
seeing how our shoppers adapt the LOULOU Limited Edition Collection by
Addition Elle to fit their own personal looks."
    In conjunction with the collection's debut, the April issue of LOULOU
features a special 14+ fashion supplement, dedicated solely to plus-sized
styles. Called "LOULOU For You," it is jam-packed with helpful tips and
stunning photography to inspire those spring shopping sprees. The "LOULOU For
You" pullout is inserted in the April issue of LOULOU, which hit newsstands on
March 28 in Québec and March 31 nationwide.
    This is the first collaboration between LOULOU, Addition Elle,
Penningtons and MXM.

    About LOULOU magazine

    Launched in 2004, LOULOU is Canada's shopping magazine. Packed with
expert advice, amazing deals and unique finds, LOULOU delivers the hottest
fashion, beauty and lifestyle buys on the Canadian market - with complete
purchasing information for every item featured. With editions in English and
French, LOULOU is the perfect accessory for Canadian shoppers coast-to-coast.
For further information about LOULOU magazine, visit louloumagazine.com.
LOULOU is published by Rogers Publishing Limited (TSX: RCI; NYSE:RG), a
division of Rogers Media Inc. For further information about the Rogers group
of companies, visit rogers.com.

    About Reitmans Fashion Group

    Addition ELLE

    Addition Elle's mission is to celebrate the "body confidence" of its
plus-sized shoppers with an exciting array of contemporary and classic
fashions featured in its 130 locations across Canada. In addition to superb
collections of work and weekend styles, Addition Elle carries a beautiful
selection of intimate apparel, sleepwear, outerwear and accessories designed
to address all of its customers' lifestyle needs. Addition Elle fashions can
be purchased in-store or online at additionelle.com.

    Penningtons

    With over 160 locations across Canada, Penningtons is known as the
"destination store" for plus-sized women. Offering a great selection of
contemporary and classic fashions including lingerie, sleepwear, outerwear,
accessories and hosiery, Penningtons makes it easy for its customers to find
looks they'll love at unbeatable prices, both in-store and online at
penningtons.com.

    MXM

    MXM, Canada's premier junior 14+ fashion brand, is 5 years young and
going strong! Ever since its introduction, MXM took the junior plus-sized
market by storm and quickly grew in popularity by featuring the latest,
hottest looks and trends. Young 14+ fashionistas across Canada can find MXM in
all Penningtons stores and the majority of Addition Elle locations as well as
at the online shop at mxm.ca.




For further information: Contacts for LOULOU magazine, Liv Judd,
Associate Promotions Manager, office: (416) 764-1577, cell: (416) 558-4949;
Contact for Addition Elle, Nancy Beaudoin, Senior Marketing Coordinator,
office: (514) 384-1140 ext. 4047, cell: (514) 781-6801