Contact: Keith Britt
Thompson & Co.
or Andrew J. Groveman
Belz Enterprises

Character Legends Opens at
Belz Factory Outlet World - Lakeland

MEMPHIS, Tenn. (April 3, 1997) -- Belz Factory Outlet World - Lakeland welcomes its newest addition, Character Legends, to the mall annexation. Character Legends, which opened its doors March 22nd, is a 4,500 sq. ft. value-oriented emporium full of your favorite cartoon characters. Character Legends plans to include, movie, TV and sports legends in the future.

"We are very excited about Character Legends opening in this area. This is the first store of its kind in Memphis that offers the same merchandise that is so popular today but at a value price," says Andrew J. Groveman, president of Belz Factory Outlet World division.

The Character Legends store in Belz Factory Outlet World - Lakeland is only the second one of its kind. The other Character Legends store is located in Belz Factory Outlet World - Pigeon Forge.

"Our success with Character Legends has been tremendous, " says Karen Bowman, owner of the Character Legends stores. "The name allows us the opportunity to carry a broad assortment of items."

The product assortment ranges from T-shirts, gift items, toys and outerwear and all of the products are nationally licensed, according to Bowman.

The factory outlet mall industry originated in 1979 when Belz Enterprises, a pioneer of the industry, opened the first newly-constructed, fully enclosed factory outlet mall in the United States in Lakeland.

Recent renovations to the mall include brand new entrances, new ceramic tile flooring, a new neon-effect at center court, dramatically increased lighting, and remodeled store fronts.

Belz Factory Outlet World - Lakeland has more than 40 stores selling brand-name merchandise direct from the manufacturer at up to 75 percent off retail prices including: Van Heusen, Bugle Boy, Corning-Revere, Regal Ware, Ducks Unlimited, Hush Puppies, Bass Company Store, General She, Casual Corner, Dress Barn, Hit of Miss, Rack Room Shoes, Music 4 Less, Old Time Pottery and The Paper Factory.