MILWAUKEE, WI, July 5, 2010 - With the Weyco Group's acquisition of Umi sixty days ago, it's been incredibly busy as we have reviewed our entire product development process, marketing/branding activities and wholesale strategies. We've kept the "core" of Umi which is great product and a strong branding message direct to the consumer. What we've re-vamped is literally everything else! Within the next few weeks Umi will launch an entire new look of the brand from our logo to our consumer advertising to our website and everywhere else. Our product development team has hit the key markets and has come back with fresh inspiration for new outsoles, new materials and new product categories for future seasons. We have new POS materials, new volume driving pricing and new payment terms for our best customers.

Next week, Umi's new sales team (12 full time traveling sales representatives) will hit the road with the best Spring/Summer collection we have ever launched. Twelve children's reps-who travel! Pretty unheard of in the children's industry. Just one of the huge advantages of the acquistion of Umi by the Weyco Group. Pram and Primero are back in the collection, along with a volume driving pricing strategy that puts the all of our infant/toddler sandals at $49.95 retail or better. We've also increased our margin structure for our best customers. If you write your orders early, we have early order discounts available. If you have a track record of ontime payments, we have extended dating available to you. This really is a whole new Umi!

Finally, we now have the ability to expand Umi's reach internationally with new distribution agreements in France, Italy and Central and South America. We will continue to show at the NEC Moda in Birmingham, UK in August and additional International markets in the next few seasons.

We are excited for the positive reaction in the market to our new ownership and our new strategy. Our wholesale customers are very important to Umi and I believe our new pricing, our new margins, our new look and our newly expanded team of sales representatives will help you grow your Umi volume as well. If you haven't set an appointment yet to see Spring/Summer 2011, please contact your rep today. Our show appointments are already filling quickly.

Welcome to the New Umi!

Mark W. Kohlenberg
President

Umi Children's Shoes?
T: 888.UMI.7170 / F: 414.908.1604
PO BOX 1188 / Milwaukee, WI53201?
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