PIRCH

PIRCH TO DEBUT AWARD-WINNING SHOWROOM AT OAKBROOK CENTER.

Revolutionary concept vows to transform Chicago’s retail experience forever.

February 19, 2014 (San Diego, CA) - PIRCH, a retail pioneer that has brought sweeping change to the appliance and plumbing industries, today announced the opening of its award-winning concept in Chicago, at iconic Oakbrook Center. The store is slated to open March 8th at 10am. The highly-anticipated debut will mark the first time that shoppers can freely discover — and fully “test-drive” — a meticulously-vetted collection of fabled brands from across the globe.

Catering to a highly diverse consumer base, the store welcomes visitors of every stripe, from homeowners in the midst of construction, to those simply in search of instruction — say, for the perfect bowl of mac ‘n’ cheese. For both these groups, and for everyone in between, PIRCH promises a sensory tour de force leaving guests inspired and joyful.

“We have built our finest store yet, which seems rather appropriate, considering it’s location in one of America’s finest cities,” said PIRCH CEO Jeffery R. Sears. “PIRCH has created an entirely new retail experience, providing guests with a far more intimate, intuitive, and fun way to realize their dreams.”

Reaffirming its dedication to world-class, innovative design, PIRCH once again collaborated with internationally-acclaimed FITCH to create the 30,000 squarefoot Oakbrook flagship store. In another “repeat performance,” PIRCH will provide its signature “try before you buy” experience throughout the store, with fully-functional vignettes featuring live cooktops, ovens, refrigerators and grills, as well as working showers, sinks and baths — all presented in a warm and welcoming space.

“Our company was born from empathy and frustration,” said Mr. Sears. “We asked, ‘How is it that the very products adorning our homes and serving as backdrops to priceless memories, are presented in such an appalling manner?’ So we decided to do something about that.”

“Our mission is to provide an unparalleled experience for our shoppers,” said Sandeep Mathrani, CEO of General Growth Properties, who owns and operates Oakbrook Center. “PIRCH takes that ‘experience’ to the next level. Their concept stands at the intersection of hospitality and entertainment, which is quite unique. That’s something extra special.”

“The experience in Oakbrook will rewrite how products in the appliance and plumbing industry are viewed by the general public. Much like landmark brands who sparked revolutions in the computer industry, or the electric car industry, PIRCH is delivering a retail experience that encourages guests to dream about, play with, and ultimately choose products that will improve their lives at home,” explained Mr. Sears. “The products we carry are integral to creating inspired moments, and we believe that the process of selecting them should be just as inspiring.”

About PIRCH

PIRCH was founded in 2009 by a group of seasoned entrepreneurs and business leaders who set out to prove that shopping for appliances and plumbing products could be inspirational. Now in the midst of a national expansion, the award-winning store has redefined not only an industry, but retail at large. Driven by an unbridled passion to reinvent the entire retail shopping experience, PIRCH carefully curates and presents only “best of class” brands for indoor- and outdoor kitchens, the laundry room and the bath. The result is a “one-stop-shop” where guests can focus on what they want to do, rather than what they want to buy.

In an unparalleled commitment to a seamless shopping experience, PIRCH inspires first its customers to dream — and then boldly goes where its competitors fear to tread; indeed, the company manages the entire process, including delivery, installation and service by PIRCH team members, rather than anonymous third parties.

Fostering a culture of hospitality and kindness, PIRCH welcomes entering visitors at Bliss Café, with complimentary signature beverages. The guests are then invited to embark upon an endless journey of inspired living. From design ideas to culinary instruction, the PIRCH experience is best described as magical.

Recent accolades:

• Inclusion in Forbes’ 2014 list of “America’s 100 Most Promising Companies”

• Voted 2014 “Retail Store of the Year” (Hardline/over 10,000 sq. ft.) by Chain Store magazine

• Inclusion in House Beautiful magazine’s 2014 “Most Amazing” list

About General Growth Properties (GGP)

General Growth Properties is a fully integrated, self-managed and selfadministered real estate investment trust focused exclusively on owning, managing, leasing, and redeveloping high-quality regional malls throughout the United States. GGP’s portfolio is comprised of 124 regional malls in the United States totaling 124 million square feet. GGP is headquartered in Chicago, Illinois, and publicly traded on the NYSE under the symbol GGP.