Dreams to Open Six New FansEdge® Stores in Chicago Area

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FansEdge®, the leading retail brand of Dreams, Inc., (AMEX:DRJ), a vertically integrated leader in the licensed sports products industry, announced that the company will open six of its new concept stores in the Chicago area by October of this year. The FansEdge expansion follows the remarkable achievement of its first location at the Fox Valley Mall in Aurora, Illinois, which successfully combined the power of the Internet with brick and mortar operations. The Fox Valley Mall store opened in May and has already surpassed projections in almost every category.

We've been monitoring the operations at our Fox Valley Mall store, and are ready to duplicate the accomplishment throughout the greater Chicago area.

"We are thrilled with the success of our first FansEdge store and have equally high hopes for the new locations," said Jorge Salvat, Brick and Mortar Division President for Dreams, Inc. "We've been monitoring the operations at our Fox Valley Mall store, and are ready to duplicate the accomplishment throughout the greater Chicago area."

Salvat said that expansion in the Chicago area was a natural for several reasons. From a distribution standpoint, it made sense because Dreams Retail is headquartered there, and with the success of Chicago teams and the loyalty of their fan base, it reinforced the idea.

Like their predecessor, the new stores will include licensed apparel, memorabilia, collectibles and hard goods such as blankets, tailgating items, etc. In addition to the wide product selection, the stores also include state-of-the-art interactive kiosks for ordering products. According to Dreams Retail President and FansEdge founder Kevin Bates, the concept of multi-channel retailing has proven to be an excellent means of serving a diverse client base. "We can provide our customers with the option to shop online or on site with the same high level of customer service, and offer an experience that they will enjoy. This has led to repeat business, and sales revenue at the Fox Valley Mall location has already exceeded our most optimistic expectations," said Bates.

FansEdge stores are distinguished by the enormous selection of products, and the pioneering touch-screen interactive window displays. These displays provide mall shoppers with the ability to utilize the façade of the store to browse the complete FansEdge inventory, as if they were in the store. In addition, the displays will simulcast videos of athlete signings from other Dreams Inc. company stores across the country.

New store locations include downtown at the Northbridge Mall, as well as the Orlando Square Mall, River Oaks Mall, Lincolnwood Mall and Woodfield Mall.

DREAMS, INC. trades under the ticker symbol: AMEX:DRJ



Statements contained in this press release, which are not historical facts, are forward looking statements. The forward-looking statements in this press release are made pursuant to the safe harbor provisions of the Private Securities Litigation Reform Act of 1995. Forward-looking statements made herein contain a number of risks and uncertainties that could cause actual results to differ materially. These risks and uncertainties include, but are not limited to, specific factors impacting the Company's business including increased competition; the ability of the company to expand its operations and attract and retain qualified personnel, the uncertainty of consumer's desires for sports and celebrity memorabilia; the availability of product; availability of financing; the ability to sell additional franchises; and general economic conditions.

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David M. Greene
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