Dittie Expands into More than Fifteen Hundred New Stores

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Wal-Mart, Safeway, Longs Drugs, and SaveMart offer innovative product line to West Coast customers.

Dittie, LLC (http://www.dittie.com), a subsidiary of the Akasha Group, today announced that its fun, feminine, and fabulous brand of tampons, pantiliners and thong liners will be available in over 2000 stores throughout the West Coast thanks to expanded distribution with established retail accounts and the addition of two new retailers.

Thanks to a successful three-store test with Wal-Mart, Dittie is thrilled that customers will be able to purchase its products at 230 additional Wal-Mart stores as of May 2005. Dittie is also available chain wide at all 400 Longs Drugs throughout California, Oregon and Washington. Additionally, Dittie has added new retailer Safeway, which offers Dittie in 939 of its stores, including its Vons stores in Southern California. This month, SaveMart will introduce its customers to Dittie in all 120 of its grocery stores.

“This is great news for the women of California, Oregon, and Washington!” said Barbara Carey, Dittie president and founder. “We are so excited that millions of women will have the opportunity to purchase a product every month that is committed to abolishing the taboos around their cycles. Dittie is turning a necessity into an accessory thanks to its stylish packaging and mood-lifting messages on every wrapper.”

The Dittie line of feminine protection, which hit shelves May 2004 and includes regular tampons, super tampons, pantiliners, and thong liners, is available at select food, mass, and drugstores, including Bel Air, Fred Meyer, Kmart, Longs Drugs, Nob Hill, Raley’s, Safeway, SaveMart, Target, Vons, and Wal-Mart and online at http://www.cvs.com, http://www.metrobelle.com, and http://www.dittie.com. Depending on where you shop, you’ll find Ditties ranging from $1.29 for pantiliners to $4.99 for tampons.

"Based on Dittie's sales growth at some of the top retailers, including Wal-Mart, and its upcoming plans for a national roll-out later this year, Dittie could be a $35-50 million brand in short order," said Anne Vrolyk, managing director of Vrolyk & Company, a San Francisco-based investment banking firm.

The Dittie Story

Dittie founder Barbara Carey was struck with the idea for Dittie while shopping for tampons for her own personal use. To her dismay, the feminine protection aisle looked like a hospital and all of the products looked like medicine (The Tampax box looks like Lactaid, Playtex looks like Benadryl, and Kotex looks like Dr. Scholl’s wart remover!), which made her feel ill. But she wasn’t—she just had her period. And so Dittie was born—the only brand of feminine protection to give women ultimate reliability, diva-worthy style, and a whole lot of fun all rolled up into one super-fine, fabulously affordable package.

For women everywhere who are sick of being treated like they’re ill when they’re not (they just have their periods!), Dittie looks like something you’d find at the cosmetics counter, not the pharmaceutical aisle. And Dittie is not just pretty on the outside. Inside, each individual Dittie features a mood-lifting message that can make you feel good when you need it most.

Barbara Carey has marketed over 100 of her own ideas, launched seven companies, and been awarded over a dozen US patents. Most recently, Barbara launched Hairagami, the hair accessory system that has generated an estimated $64M in sales since hitting the market in 1999. Barbara was also the force behind Short Stack, a swimming pool toy company that she created in partnership with her then 13 year-old son, Richie Jr., and sold in 1999 to San Francisco-based toy company, Wild Planet.

About Dittie, LLC

Founded in 2003 and headquartered in Orinda, CA, Dittie is the first premium brand of feminine protection to give women ultimate reliability and diva-worthy style. For women everywhere who are sick of being treated like they’re ill when they’re not (they just have their periods!), Dittie is committed to wiping out the taboos associated with buying and using feminine protection by creating a product that looks like something you’d find at the cosmetics counter NOT the pharmaceutical aisle. Completely reliable and affordable, Dittie is manufactured by the industry’s leading private label feminine care suppliers. Dittie regular tampons, super tampons, pantiliners, and thong liners are available at food, mass, and drugstores, including select Bel Air, Fred Meyer, Kmart, Longs Drugs, Nob Hill, Raley’s, Safeway, SaveMart, Target, Vons, and Wal-Mart stores and online at http://www.cvs.com, http://www.metrobelle.com, and http://www.dittie.com. Visit http://www.dittie.com for more information and to play Tampon Bowling for a chance to win a pink iPod Mini. A full electronic press kit is available at http://www.dittie.com/press.php.

Contact:        

Dana Smith

Dittie, LLC

925.254.0921

danas@dittie.com

Ashley Stachowski

Dittie, LLC

925.254.0921

ashleys@dittie.com

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Dana Smith
Dittie
925-254-0921
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