SOUTH SHORE CELEBRATES ITS 70th ANNIVERSARY WITH INNOVATIVE NEW
PRODUCTS AND A NEW BRAND IDENTITY

Sainte-Croix, Québec, January 8, 2010 — South Shore Furniture is debuting its 70th year with big celebrations at the Canadian Home Furnishings Market (TCHFM) in Toronto, January 9-12, 2010. As CEO Jean Laflamme explains, “70 Years of Reinvention is a very meaningful theme for South Shore^TM/MC . Over the past seven decades, we have relentlessly reinvented our business model to remain successful. All of our efforts during the last 70 years have been fuelled by three fundamental keys to success. First, the vision and capacity of South Shore^TM/MC reinvention. Second, our team’s outstanding ability to quickly adapt to change and take advantage to invest in its of new opportunities. And last but certainly not least, the incredible support and encouragement we have received over the years from all of our customers, even in the most difficult of times.”

In addition to the 62 new items developed with the North American consumer’s needs for stylish and affordable furniture in mind, the Quebec-based company will unveil the most sweeping transformation of its corporate brand identity in its history. The new logo that will be gradually phased in during 2010 is the product of extensive analysis. According to Marketing Director Étienne Chabot, “we wanted a fresh, simple and unique brand to eliminate confusion and unify our image within North American markets. Since most of our customers know us for the past 70 years by the South Shore^TM/MC name, it was a natural move to unify our identity using the SouthShore^TM/MC brand.”

The new brand identity will be deployed in all literature, on the corporate Web site and product packaging, as well as on other vehicles over the course of 2010. To learn more about the new products, new brand identity, and all the exciting projects planned for 2010, you are invited to visit booth 1117 at the TCHFM. One of the most innovative new products is a unique and versatile juvenile bedroom collection known as IMAGINE. Specially designed for small spaces, it combines well-thought-out features and extra storage space.

Come discover it for yourself! After 70 years of history and three generations, South Shore’s family-operated business remains fully focussed on high quality, innovation and customer satisfaction. “To symbolize our 70th year of operation, we have chosen the powerful image of tree,” adds Marketing Director Chabot. It serves to represent the company extremely well — strong, with firm roots, reinventing itself
constantly, and standing tall for future generations.”

South Shore^TM/MC continues to strive to set the pace within its market and deliver the ultimate in customer service. As Gilles Pelletier, Vice-President of Sales and Marketing points out,“customer service is certainly one of our most recognized competitive assets. Our dedicated sales force, our 24-hour replacement parts delivery, and our service availability seven days a week are just a few examples of South Shore’s unparalleled commitment to our clientele.

”About South Shore^TM/MC A leading Canadian manufacturer in the North American furniture industry, South Shore^TM/MC was established in 1940. The company produces assembled and ready-to-assemble bedroom (baby, juvenile, adult), home office and entertainment centre furniture that combines quality and functionality with the latest styles at affordable prices. The three generations that have managed the company since its inception have taken it to new heights, making South Shore^TM/MC synonymous with quality and product durability. South Shore^TM/MC employs over 700 people at
two factories in Quebec, Canada.