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LoyaltyOne + PLCE - ADS entry in specialty apparel retail sector
Mar '11
Alliance Data Systems Corporation, a leading provider of loyalty and marketing solutions derived from transaction-rich data, announced that its Canadian coalition loyalty business has signed a national agreement with The Children's Place Retail Stores Inc.

The agreement provides for The Children's Place to participate as a national sponsor in the Canadian AIR MILES Reward Program and issue reward miles across Canada. Previously, The Children's Place launched a seven-month AIR MILES pilot initiative in Alberta and British Columbia.

Building on the success of the pilot program in its 27 western-Canadian stores, The Children's Place will now offer AIR MILES reward miles at more than 100 stores in nine Provinces including British Columbia, Alberta, Saskatchewan, Manitoba, Ontario, Quebec, New Brunswick, Nova Scotia and Prince Edward Island, effective April 1, 2011.

The Children's Place is the largest pure-play children's specialty apparel retailer in North America. The Company designs, contracts to manufacture and sells fashionable, high-quality merchandise at value prices, primarily under the proprietary "The Children's Place" brand name. As of January 29, 2011, the Company operated 995 stores and an online store. For fiscal 2010, net sales from continuing operations were USD $1.7 billion.

The AIR MILES Reward Program is Canada's premier coalition loyalty program, with approximately two-thirds of Canadian households actively collecting reward miles. AIR MILES collectors earn reward miles at more than 100 leading brand-name sponsors representing thousands of retail and service locations across Canada. AIR MILES reward miles can be redeemed for more than 1,200 different rewards, such as travel, movie passes, entertainment attractions, and electronic merchandise.

"The Children's Place is recognized as a leading children's specialty apparel retailer in the Canadian marketplace and its participation in the Canadian AIR MILES Reward Program represents a significant growth opportunity for the Program, other coalition sponsors and collectors," said Bryan Pearson, president of LoyaltyOne. "With its exceptional brand awareness and reputation with young families, we believe the opportunities for both The Children's Place issuance and cross-sponsor promotional issuance are very positive."

Alliance Data Systems Corporation

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