China Premium Lifestyle Enterprise Opens John Richmond Flagship Store in Hong Kong
Company Taps High-spending Consumer Segment and High-margin Market

HONG KONG, May 12 /PRNewswire-FirstCall/ -- China Premium Lifestyle Enterprise, Inc. (OTCBulletinBoard:CPLY) today announced that it has opened a flagship store for the famed European griffe collection "John Richmond" in Hong Kong, with Mr. John Richmond, chief designer and his business partner, Mr. Saverio Moschillo, present at the grand opening ceremony. The company previously opened the first RICHMOND Boutique located in Harbour City, Tsim Sha Tsui, on the 24th of January.

Opposite to Lee Garden in Causeway Bay, an area where luxury fashion brands cluster, the 140 sq. m. store promises to enhance sales revenue and fortify the luxury lifestyle product retail platform of the Company. It will feature apparels and fashion accessories of John Richmond, the main line among the three collections developed by Mr. Richmond.

Mr. John Richmond was born in England. He had worked with internationally recognized brands like Emporio Armani, Joseph Tricot and Fiorucci before developing his own three collections: main line -- JOHN RICHMOND; casual line -- RICHMOND X; and denim line -- RICHMOND Denim. He is dedicated to fashion but also loves music. His creations, which fully reflect his passion for music and combine street art with glamour and fashion, quickly gained popularity among cult supporters and music lovers. In merely ten years, his brand has become one of the most recognized men's fashion brands in Europe.

Mr. Richard Lee, Chairman of China Premium Enterprise stated, "We are confident that the John Richmond flagship store will boost recognition for the brand among consumers in the region while furthering synergies that can be enjoyed by all the different premium brand products in we distribute. The addition of the store to our retail network has also strengthened our lifestyle product business as a whole. We will continue to look for suitable locations to open more shops of different brands in our distribution portfolio.

China Premium Lifestyle Enterprise has a strategic role to play in assisting the extension of John Richmond presence in the booming luxury lifestyle product retail market in China, driven by the country's thriving economy and the growingly more discerning tastes of consumers in fashion. Riding on our established network in the territory, we expect the quality fashion and accessories of John Richmond to quickly gain popularity in the China market."

About China Premium Lifestyle Enterprise

China Premium Lifestyle Enterprise, Inc., through its 49%-owned entity, has established itself as a leading Ferrari and Maserati importer, distributor and dealer in Hong Kong and dealer in China, having been affiliated with Ferrari and Maserati since 1992 and 1994 respectively. The company is expanding its offerings to include other luxury brands and goods from around the world, such as John Richmond fashion line from Italy, which the company markets to its already established customer base of high net worth Chinese individuals.

Forward Looking Statements

The Private Securities Litigation Reform Act of 1995 provides a safe harbor for forward-looking statements made on behalf of the Company and its subsidiaries. All such forward-looking statements are, by necessity, only estimates of future results and actual results achieved by the Company may differ materially from these statements due to a number of factors. Any forward-looking statements speak only as of the date made. Statements made in this release that are not purely historical are forward-looking statements, beliefs, plans, expectations or intentions regarding the future. Risk factors that may cause results to differ from projections include, without limitation, loss of suppliers, loss of customers, inadequate capital, competition, loss of key executives, declining prices, and other economic factors. The Company assumes no obligations to update these forward-looking statements to reflect actual results, changes in assumptions or changes in other factors affecting such statements. Investors should independently investigate and fully understand all risks before making investment decisions.

    Contact:
    Jason Assad
    678-570-6791
    jasona@chinapremiumlifestyle.com

Source: China Premium Lifestyle Enterprise, Inc.

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