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Chico’s FAS, Inc. Provides Business Update

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MarTech Cube
Chico’s FAS, Inc. Provides Business Update

Chico’s FAS, Inc., a leading omnichannel specialty retailer for women that operates Chico’s®, White House Black Market®, Soma® and TellTale™, today provided a business update and boutique reopening plan from the Company’s Chief Executive Officer and President; recent 2020 preliminary sales information; and details on liquidity and cash utilization martech news.

Statement from Bonnie Brooks, Chief Executive Officer and President

The Chico’s FAS Community – our customers, our associates and our shareholders – are at the center of every decision we make as a company, and during this period of temporary closure of our boutiques, that mindset has not wavered. We continue with our commitment to doing the right thing in our business.

As previously announced on April 1, we made the difficult decision to place the majority of our associates on furlough with continued benefits and to temporarily reduce the pay or hours of the majority of our remaining associates, including the entire executive leadership team and Board of Directors by 50%. Our associates in the Distribution Center, which remains fully operational, are receiving full wages to ensure the fulfillment of our healthy digital sales. Across all of our offices and distribution centers, we have implemented enhanced safety protocols that exceed guidelines from public health officials and federal, state and local government.

Strong Digital Sales
Over the past six weeks, we have seen strong customer demand in our digital channels, including increased traffic and sales on our websites and increased engagement on our social media channels.  Chico’s FAS digital sales have experienced double digit growth in the six weeks since the company became a digital-only business on March 18, 2020. The Company operates five unique websites for its’ brands. Driving this sales growth and double-digit traffic growth are categories of intimates, sleep, cozy, active and lounge.

Style Connect and Other Technology Investment
Our digital performance shows that we have been well-served by our investments in technology. In mid-March, we equipped our store management with handheld devices that were installed with Style Connect SM, our proprietary digital styling software that enables us to communicate directly with the majority of our customers to drive the frontline business to digital fulfillment. This action resulted in the above-mentioned double digit increases in online sales since the temporary closure of boutiques. Style Connect was designed as a competitive advantage that has further opportunities for increasing sales as we move into our new “post-COVID-19 operating model” as it allows for intimate but distanced connection in a meaningful manner that is resonating with our customers.

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