After Dustin Hoffman and Goldie Hawn: Richard Gere in KappAhl s new commercial

Richard Gere, one of Hollywood's biggest stars, will appear in
KappAhl's new commercial.
This makes him the third Hollywood actor, after Dustin Hoffman and
Goldie Hawn to appear in KappAhl's You Look Great commercials. And as
usual it's a woman who plays the lead role, while the star has to be
satisfied with a supporting part.
Richard Gere will be donating his fee to charity, including a health
project in the third world.

Richard Gere has been on KappAhl's A-list of possible candidates from
the start."The timing was right. Richard Gere is a superstar with incredibly
strong charisma. When he says You Look Great in the film to our
leading lady I'm convinced that all women will see this as a great
compliment," says Cathrine Simonsson, Marketing Manager at KappAhl.

Richard Gere is very restrictive when it comes to doing commercials."I've only done a few commercials and I carefully consider what
companies I work with before I accept. Working with KappAhl is
important and valuable and will benefit many poor people. Through my
charity organisation, The Gere Foundation, I want to invest money in
projects such as health insurance for the third world. I will
therefore be donating my entire fee to this cause," he says.

Throughout his acting career Richard Gere has been involved in the
fight for the weak."He's a true humanitarian and combines his celebrity with a
commitment to helping the poor, which he is also doing this time in
donating his fee to this deserving cause," Cathrine Simonsson points
out."You Look Great reflects our customers' view of themselves and we are
helping to reaffirm this. KappAhl is very pleased that Richard Gere
is spreading this message in our next commercial. We're equally
pleased and proud that he has chosen to give his fee to such a worthy
cause," says Christian W. Jansson, President and CEO of KappAhl.

As in KappAhl's previous commercials the superstars have to be
satisfied with a supporting role. The lead is played by Kathleen
McNenny, an American actress of Swedish ancestry."I really like the You Look Great theme. Being comfortable with who
you are and not worrying about your age is very important," she
says.

The commercials were filmed over three days in New York. Around 70
people were involved in the production. To get the right atmosphere
the film team cordoned off an entire street in the Meatpacking
District, one of Manhattan's hottest spots, where TV series such as
Sex and the City are filmed.

This covers a total of four commercials. One long main commercial
that strengthens KappAhl's brand and the You Look Great concept, plus
three shorter ones with a greater focus on the products. The
commercials will be shown over a seven-week period in Sweden, Norway
and Finland starting on 20 September. The commercials are part of a
campaign that also covers DM, advertising, website campaigns and
in-store activities.

In the commercials we follow a woman over a normal day, from her
morning coffee to the evening dinner party. Richard Gere appears in
different situations in the woman's daydreams. In one of the scenes
he is by his car on the street calling up to her in the window, like
in the film Pretty Woman.

The commercials are built on KappAhl's You Look Great advertising
platform, which is a compliment and a tribute to all the company's
customers."KappAhl is an unusually human fashion chain aimed at women between
30 and 50 years-old who buy for the entire family. We want people to
know that. Beauty comes mainly from individual style and charisma.
KappAhl can then help strengthen their personality," highlights
Cathrine Simonsson.

Facts about the actor Richard Gere:

  * He has been married to actress and Bond girl (Licence to Kill,
    1989), Carey Lowell since 2002.
  * He had his first major role in the original cast of the theatre
    version of  "Grease" in London in 1973.
  * His major breakthrough came in 1980 with "American Gigolo",
    followed shortly after by "An Officer and a Gentleman" in 1982.
    He is probably best known for his role in "Pretty Woman" in 1990,
    where he played opposite Julia Roberts. He became one of
    Hollywood's biggest sex symbols of the 1980s and in 1999 was
    voted the world's sexiest man by People Magazine.
  * In 2002 he received a Golden Globe Award for best actor for his
    role as Billy Flynn in the musical "Chicago".
  * His latest film, "The Hoax", had its film premier in Sweden at
    the beginning of September. In this film he plays the part of a
    writer who tricked a publishing company and became rich after
    writing a false biography about industrialist Howard Hughes. The
    film was directed by Lasse Hallström.
  * His next film will be "I'm Not There", where he will be one of
    several actors portraying Bob Dylan.


Facts about the humanitarian Richard Gere:

  * He became interested in Buddhism when he travelled to Nepal for
    the first time in 1978. He's an active Buddhist and friend of the
    Dalai Lama. He's used his celebrity status for more than 25 years
    to fight for human rights, including through his own charity, The
    Gere Foundation.
  * He is also greatly involved in finding funding for Aids research
    and in preventing the spread of HIV/AIDS in India.
  * He supports various initiatives for creating peace, justice and
    understanding around the world and is an active member of
    Survival International, an organisation that works to protect
    various tribes' countries and rights.


Facts about Kathleen McNenny

  * She is an American actress who has appeared on Broadway and at
    theatres around the US. She has acted in a number of TV series
    and can now be seen in a minor role in the film "Music & Lyrics",
    where she plays opposite Hugh Grant.
  * She is of Swedish decent and her husband's family comes from
    Denmark. She also teaches at Juilliard School, a dance, drama and
    music college in New York.




To find out more about KappAhl's new commercial, please contact:
Cathrine Simonsson, Marketing Manager, tel +46 (0)31 771 55 74,
mobile +46 (0)704 71 55 74
Annette Ravenshorst, PR Manager,  tel +46 (0)31 771 56 31, mobile +46
(0)704 71 56 31


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KappAhl is a leading Nordic fashion chain with more than 272 stores
in Sweden, Norway, Finland and Poland. We design, market and sell
clothes for the entire family, but our primary target group is women
aged 30 to 50 who buy for the entire family. KappAhl's head office
and distribution centre, which handles transport to all stores, are
located in Mölndal, on the outskirts of Göteborg, Sweden. KappAhl
employs around 3,700 people and more than 90 per cent are women.
During the 2005/2006 financial year, KappAhl reported sales of SEK
4.2 billion, with an operating profit of SEK 530 million. KappAhl is
listed on the OMX. Further information about the company is available
at www.kappahl.com.