First WE Stores in China Open

UTRECHT, The Netherlands, January 20, 2011 - The very first WE Store opened in China today, and the second
will open tomorrow. Shanghai and Chongqing residents are the first to become
acquainted with WE but more stores are soon to follow; as many as 200 WE
stores will be opening in China within the next five years.

The first WE Store in China opened today in Bailian Shimao
International Plaza, East Nanjing Road in Shanghai. The store has a surface
area of 2000 m2. The second WE Store, with a surface area of 1500 m2, will
open in Chongqing on Friday, 21 January. Uniquepai, WE's Chinese partner,
intends to open 10-15 WE stores this year. China should have 200 WE stores
within the next five years. Uniquepai: "WE is a company with a long history
and a strong brand in Europe. We are convinced that the Northern European
style fits in well with Chinese needs and requirements. Chinese consumers
will quickly find their way to WE."

The Chinese WE Stores will offer the WE Men, Women, Boys and
Girls collections. "These collections are very similar to what we offer in
Europe", Wouter Kolk, CEO of WE Fashion, explains. "However, the collections
have been adapted to the Chinese market in terms of size range and seasonal
influences. On average, the Chinese WE Stores are 15% larger than the average
European WE flagship store. Therefore, the collections for China have been
supplemented. We would like to project the same image worldwide. Our Northern
European style can definitely be seen in China."

About WE Fashion

WE Fashion is an international fashion chain. With
approximately 240 stores and 3,000 employees, WE Fashion is represented in
the Netherlands, Belgium, Germany, France, Luxemburg, Austria and
Switzerland. For more information see wefashion.com.

About Uniquepai

Uniquepai is an independent company with close connections
with the Fapai Group, a ready-made clothing manufacturer with more than 500
fashion stores in China. For more information see fapai.com.

For more information, contact Debbie Huisman, Corporate PR Manager WE Fashion, at tel. +31(0)30-2479-354 or e-mail: debbie.huisman at wefashion.com.