Federated Pilots In-Store Partnerships With LensCrafters &

American Greetings 
Business Editors
Federated Department Stores, Inc. (NYSE:FD)(PCX:FD)
today said it is piloting in-store boutiques with two leading consumer
brand companies to offer categories of merchandise not currently
available in most department stores. Focused merchandise areas
initially being developed with LensCrafters and American Greetings are
designed to maximize customer convenience and enhance the Federated
shopping experience for the holidays and beyond. 
"Customers tell us they want to buy a wider range of merchandise
within our stores, and with brands they know and trust," said
Federated Vice Chairman Tom Cole. "Through these partnerships,
Federated strengthens its role as a one-stop shopping destination
better able to meet the needs of our customer." 
The first optical boutique, designed with LensCrafters, opens
today in Tacoma, WA at Bon-Macy's Tacoma Mall location. Additional
optical boutiques are planned for: 
--  Ft. Myers, FL: Burdines, Edison Mall - opening November 19 
--  Scottsdale, AZ: Macy's West, Scottsdale Fashion Square - 
opening November 21 
--  Sacramento, CA: Macy's West Downtown Shopping Plaza - opening 
February, 2004 
--  Concord, CA: Macy's West Sun Valley Mall - opening February, 
The 1,500-square-foot optical boutiques will be located adjacent
to accessories or apparel areas and will blend seamlessly with Macy's
store design. The merchandise assortment also will be tailor-made for
Macy's customers - more than 1,000 prescription and sunglass frames
from designer brands such as Ray-Ban, Prada, Versace, Brooks Brothers,
Kenneth Cole and Persol, as well as an exclusive Tommy Hilfiger
collection. In addition to free eyewear fashion consultations, Macy's
customers will enjoy free cleaning and adjustments to glasses anytime. 
The optical boutiques will be full-service, open during store
operating hours. A Doctor of Optometry will be available 40 hours a
week to give complete eye exams. Contact lens customers will be able
to choose among a full range of contact lens products, including daily
disposables and color contacts. 
The upscale Winking Moon Press line from American Greetings will
be available in kiosks in forty-one Federated stores including
Bloomingdale's, Macy's East, Rich's/Lazarus/Goldsmith's-Macy's,
Bon-Macy's and Burdines. The cards are featured in gift locations
throughout the store, primarily home, bridal and children's
departments, complementing the stores' positioning as prime locations
for gift giving. 
"We will carefully monitor results of these pilots and roll out
concepts that are successful with our targeted customer," Cole said.
"Based on results, we also plan to identify other partners that can
make shopping our stores more interesting, exciting and productive." 
Federated, with corporate offices in Cincinnati and New York, is
one of the nation's leading department store retailers, with annual
sales of more than $15 billion. Federated currently operates more than
460 stores in 33 states, Guam and Puerto Rico, under the names of
Macy's, Bloomingdale's, Bon-Macy's, Burdines, Goldsmith's-Macy's,
Lazarus-Macy's and Rich's-Macy's, as well as macys.com and
Bloomingdale's By Mail. 
(NOTE: Information on Federated and its operating divisions is
available on the Internet at www.fds.com.) 
Jean Coggan, 513-579-7315
Kathy Clark, 513-765-6242
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