September 10, 2008 - Soft Surroundings To Open 3rd Retail Location in South Barrington, IL

South Barrington, IL - Soft Surroundings a multi-channel retailer dedicated to providing a sense of luxury for busy women of all ages is opening its third brick and mortar retail location in South Barrington, IL on Friday, September 19, 2008.

Soft Surroundings founder and President Robin Sheldon developed the concept to address her insight into its target customers: the women of the baby boomer generation. "This type of woman grew up learning her role in life is to do everything for everybody else, while putting herself last on her to-do list," Sheldon explains.

"Some women think our philosophy of putting yourself first is selfish, but we're trying to help them understand that it really is smart," she continues. "Most of the time, these women learn to multi-task to such a degree that they make these to-do lists, put themselves last, but never get there. We can take better care of others by taking care of ourselves first."

According to CEO Tom Wilcher, the focus on producing soft, stylish and comfortable clothes distinguishes it in the industry. "We've found that our target customers - average age 43 - want to be comfortable while maintaining their unique style," Wilcher states. "The commonality in all our products is that they are soft, often provide comfort and can make life a bit easier."

Focused on making its customers feel as great as they look, Soft Surroundings offers state of the art skincare lines that are easy to use, Sheldon says. "We try to offer products that customers have to use anyways, but we make sure they can use the products in the least amount of time possible."

The company also places a special emphasis on its bedding & home line, Sheldon says. "Everybody knows we're supposed to get eight hours of sleep at night, but sometimes, turning off your mind is a difficult thing to do," Sheldon continues. "But, if our customers can climb into a bed with soothing sheets, maybe they'll be able to relax more quickly."

Jim Manno, Public Relations · 314-812-6180 · jam@softsurroundings.com