Paris, Tuesday 19 June 2007

The Madelios card, marketed under "le privilège de l'homme" ("a man's privilege"), has been launched on 18 June 2007. The card bears the logo of the Paris department store dedicated to men's fashion. This is the first time Finaref has issued a card linked exclusively to a single store. The card carries a number of benefits: payment facilities, reductions, gifts and a host of services and benefits.

The Madelios store needed a private-label card bearing its name and corporate image to boost its expansion and so it developed this card with Finaref. The card's appearance reflects that of the store, with the black background giving it a chic, sober and highly masculine look. By offering the new card to its customers, Madelios is aiming to increase customer buy-in and recognition of the Madelios concept. The goal of this new private-label card is therefore to increase customer loyalty. As well as driving sales, the card is intended to increase the store's footfall and average spend. Valérie Tormos, who manages Finaref's relationship with Madelios, made the following comments: "This card is the result of joint analysis and development work by Finaref and Madelios staff. With this card, we are supporting our partner's expansion by providing our expertise in private-label card management."