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Press release from Business Wire

Safeway and Entertaining & Design Expert Debi Lilly Unveil Exclusive Debi Lilly Design™ Line of Floral and Home Décor

Wednesday, May 04, 2011

Safeway and Entertaining & Design Expert Debi Lilly Unveil Exclusive Debi Lilly Design™ Line of Floral and Home Décor14:30 EDT Wednesday, May 04, 2011 PLEASANTON, Calif. (Business Wire) -- Safeway Inc. (NYSE:SWY) today announced the launch of a unique partnership with nationally renowned entertaining and design expert Debi Lilly. This partnership represents the first of its kind by a major supermarket and will make high quality entertaining and home décor products accessible and affordable for Safeway's customers. Debi Lilly is quickly emerging as the one to watch in the sphere of event planning and home decor. She is a frequent guest on The Oprah Winfrey Show, and has been featured as an entertainment expert in numerous design and lifestyle outlets including In Style Magazine, Brides Magazine, People Magazine and ABC News. She has designed events, flowers, and gifts for numerous high-profile clients and companies. Debi brings special design flair to everything she touches. Her ideas are inventive, creative and at the same time practical. The first products will be launched under the brand name Debi Lilly Design™ just in time for Mother's Day 2011. All of the products are designed exclusively for Safeway by Debi Lilly and are priced to be affordable. They include beautiful and inspiring floral arrangements, elegant vase collections, contemporary scented candles, and a variety of other home décor and gift items. They will be accompanied by tips from Debi on entertaining and décor, both in-store and online. “We understand that our customers have a desire to entertain and decorate with style,” said Joe Ennen, Senior Vice President Consumer Brands. “Now they can find products from an acclaimed entertaining and design expert – all at affordable prices and at the convenience of their local Safeway.” “I believe that personalized, thoughtful details make the ordinary extraordinary,” said Debi Lilly. “I am thrilled to be able to help Safeway's customers make all the moments of their lives special and to help create joy and connection with their family and friends.” Debi Lilly Design™ is the latest innovation from Safeway's exclusive offerings. From making organic foods widely accessible and affordable with the O Organics® line to creating the innovative line of Snack Artist™ salty snacks to Debi Lilly Design™, Safeway continues to lead the industry with creative solutions that add value and convenience to the grocery store shopping experience. The Debi Lilly Design™ line can be found at Safeway, Vons, Pavilions, Tom Thumb, Randalls, Dominick's, Carrs and Genuardi's stores. Learn more about Debi Lilly: www.Safeway.com/DebiLilly ABOUT SAFEWAY, www.safeway.com Safeway Inc. is a Fortune 100 company and one of the largest food and drug retailers in North America, based on sales. The company operates 1,694 stores in the United States and western Canada and had annual sales of $41 billion in 2010. The company's common stock is traded on the New York Stock Exchange under the symbol SWY. Safeway Inc.Teena Massingill, 925-467-3810Teena.Massingill@Safeway.com