October 15, 2007

The Bon-Ton Stores, Inc. Announces Launch of E-Commerce Platform

-Company Prepares for Growth in Online Channel-

YORK, Pa., Oct 15, 2007 (BUSINESS WIRE) -- The Bon-Ton Stores, Inc. (NASDAQ: BONT) today announced the launch of its new e-commerce business which is accessible at www.bonton.com and through the websites of the Company's six other nameplates: Bergner's, Boston Store, Carson Pirie Scott, Elder-Beerman, Herberger's and Younkers. The new online "store" will immediately highlight the Company's offering of Holiday items in apparel, home, accessories, gift cards and more. Order fulfillment will be processed at the Company's Rockford, Illinois and Fairborn, Ohio distribution centers.

Recognizing the revenue opportunity of online selling and its increased importance in the shoppers' experience, Bon-Ton sought a technology platform that could provide state-of-the-art online retail presence and handle the intricacies and scale requirements of a large department store operation. Bon-Ton partnered with MarketLive, Inc., a leading global e-commerce application platform and services provider for retailers, to advance the Company's online selling initiatives. The customer will experience a completely redesigned online shopping experience with new, easy-to-use navigation including drop-down menus on the home page to get the customer to the product quickly, along with enhanced functionality and graphics.

Bud Bergren, President and Chief Executive Officer, commented, "The timing of our new e-commerce website coincides with the beginning of the very important holiday selling-season. We are extremely pleased to be able to offer our customers another channel in which to purchase our quality, value-driven merchandise assortment and store gift cards. This multi-channel shopping experience is an important part of the retail business going forward and we believe our e-commerce platform will enable us to better serve our customers as they have the option to visit our stores or shop online. We are focused on communicating with our customers regardless of the location." Mr. Bergren continued, "In addition, we look forward to introducing The Bon-Ton Stores to the many online shoppers that live outside our local markets, giving us the opportunity to broaden our customer base."

The Bon-Ton Stores, Inc. operates 279 stores, including ten furniture galleries, in 23 states in the Northeast, Midwest and upper Great Plains under the Bon-Ton, Bergner's, Boston Store, Carson Pirie Scott, Elder-Beerman, Herberger's and Younkers nameplates and under the Parisian nameplate, two stores in the Detroit, Michigan area. The stores offer a broad assortment of brand-name fashion apparel and accessories for women, men and children, as well as cosmetics and home furnishings. For further information, please visit the investor relations section of the Company's website at http://investors.bonton.com.

Statements made in this press release, other than statements of historical information, are forward-looking and are made pursuant to the safe harbor provisions of the Private Securities Litigation Reform Act of 1995. Such statements involve risks and uncertainties that may cause results to differ materially from those set forth in these statements. Factors that could cause such differences include, but are not limited to, risks related to retail businesses generally, additional competition from existing and new competitors, weather conditions that could negatively impact sales, uncertainties associated with opening new stores or expanding or remodeling existing stores, risks related to the Company's integration of the business and operations comprising the acquired Carson's and Parisian stores, the ability to attract and retain qualified management, the dependence upon key vendor relationships and the ability to obtain financing for working capital, capital expenditures and general corporate purposes. Additional factors that could cause the Company's actual results to differ from those contained in these forward-looking statements are discussed in greater detail under Item 1A of the Company's Form 10-K filed with the Securities and Exchange Commission.

SOURCE: The Bon-Ton Stores, Inc.

The Bon-Ton Stores, Inc.
Mary Kerr, 717-751-3071
Vice President
Public & Investor Relations

Copyright Business Wire 2007

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