Lindex opens 24 hours a day

Press release from AB Lindex (publ).
25 May 2007

Lindex opens 24 hours a day

Lindex's online shop opens today. Even before its official opening, Lindex Shop
Online has proved enormously successful with selected Lindex Club members who
were invited to test the online store. The shop will sell approximately 70% of
Lindex's total range of children's wear, lingerie and women's wear. Customers
can access the shop from Lindex's website www.lindex.se

”We're delighted to offer e-commerce as a complement to our physical stores.
Many of our customers are mothers with small children, and will enjoy shopping
peacefully in front of the computer after the kids are in bed,” says Anders
Dahlberg, Lindex's Online Shopping Manager.

Lindex Shop Online is the only Swedish fashion company that offers customers to
collect or exchange purchased goods at the chain's stores. 

“The results from the test shopping period suggest that picking up goods at the
store seems to become popular among our customers. We think that the reasons to
this are that it's simple and free of charge and also that customers don't need
to worry about the clothes not to fit,” says Anders Dahlberg.

No other retail segment is experiencing such strong growth as e-commerce. In
2006, the growth rate was 30%. According to the Swedish Research Institute of
Trade (HUI), e-commerce represents just over 2% of retail sales today, and this
figure is expected rise to almost 10% in a few years. 

”Clothes and accessories are products frequently bought online, and we believe
this trend will catch on more and more. Studies show that online shoppers
primarily want simplicity and trust, and we've taken this into account when
developing the site. Even people unaccustomed to online shopping will find our
e-shop user-friendly,” says Dahlberg.

The online shop offers customers fashion tips on matching items. Strong focus
has been placed on giving customers a clear picture of the items by providing
both good pictures and descriptions. 

”We've concentrated a lot on inspiration and bringing our fashions to life.
Customers should feel inspired and get help with choosing and mixing items,”
explains Dahlberg.

Lindex will launch a completely new website to coincide with the opening of
Lindex Shop Online. 

For more information, contact
Anders Dahlberg, Online Shopping Manager	
Phone:	+46 31 739 51 19
Mobile:	+46 070 2948 777

Ulrika Danielson, Director of Corporate Communications	
Phone:	+46 31 739 5005
Mobile: 	+46 70 9501 613

Lindex inspires women and their children with co-ordinated and value-for-money
fashion. With around 350 stores in Sweden, Norway, Finland, Germany, Estonia,
Lithuania and Latvia, Lindex is one of the largest fashion chains in Northern
Europe. Lindex business areas are Lingerie, Women's Wear and Children's
Clothing.

www.lindex.com