Field of Dreams Franchise Announces 3-Year Expansion Plans

Field of Dreams, the exclusively licensed Franchise system of sports memorabilia retail stores from Dreams Inc. (DRMS. OB), announced major expansion plans for the next three years. According to Jorge Salvat, franchise president for the Field of Dreams stores, the Company wants to grow significantly, and is looking to open franchise and company-owned stores in premier shopping malls across the country. "Our plan is bold, but our franchise model is excellent." said Salvat. "We are looking for opportunities in A-rated malls with the right demographic, and when we find the ideal location, we are prepared to make a commitment to the store and the area. With more than 120 centers currently in existence that fit our requirements throughout the United States, we believe that there are significant opportunities."

Salvat said that Field of Dreams' parent company Dreams, Inc. encompasses other divisions that make the franchise store owner's opportunity for success very tangible. With Mounted Memories, its wholesale division and a leader in production of authentic sports and celebrity autographed memorabilia and collectibles, as well as The Greene Organization, which organizes promotional and personal appearance events for current and former athletes, store owners have significant support and a ready-made infrastructure.

Salvat, who recently joined Field of Dreams after 7 years with Cartoon Cuts, was the driving force behind the expansion of the chain of hair salons catering expressly to children. He believes that the memorabilia industry is perfect for franchising, as recent surveys estimate that Americans spend over $4 billion a year on sports collectibles. "The unique appeal of memorabilia is its ability to embrace a lifetime of achievements in a single item," he said. "Field of Dreams takes into consideration the geography of each store and stocks the inventory with the memorabilia items that will be most attractive to the specific city's customers, from avid sports fans to casual gift shoppers to serious collectors."

Field of Dreams stores are 900 to 1200 square feet, but Salvat notes that the company will look at taking larger spaces at the right locations.

About Dreams, Inc.
Dreams, Inc. sets itself apart from other traditional memorabilia companies with diversified products and services provided through its operating subsidiaries. Mounted Memories, its wholesale division, is a leader in production of authentic sports and celebrity autographed memorabilia and collectibles. Field of Dreams®, its exclusively licensed franchise system, has retail stores located in 29 premier shopping malls across the country, ten of which are company-owned through Dreams Retail Corporation. The Greene Organization organizes promotional and personal appearance events for current and former athletes to Corporate America. Malcolm Farley Art features the artwork of the famous sports and celebrity artist, Malcolm Farley. FansEdge.com and ProSportsmemorabilia.com represent the leading providers of licensed sports products and autographed memorabilia via the Internet.