Horcher Will Lead the Company Into New Retail Channels

LAKE FOREST, Calif. (October 10, 2006) – Ellison, the world's leading manufacturer of award-winning, hand-operated die-cutting equipment, today announced the addition of Dennis Horcher as vice president of sales and marketing for the company. Horcher, who brings nearly 20 years of industry experience, will lead the sales department and oversee marketing activities for Ellison’s Sizzix^® and ellison design^™ product lines.

“Dennis is joining us at the perfect time, as we look to expand our retail presence and further build the Ellison brands,” said Lisa Corcoran, president and CEO of Ellison. “He has successfully led efforts to develop new distribution channels into department stores, discount mass merchants, food and drug stores, specialty stores and warehouse clubs, among others.”

Horcher has over two and a half decades of experience in the consumer products industry, most recently as vice president of sales at Making Memories where, in addition to expanding the company’s retail presence, he successfully led the sales team to 99 percent growth between 2003 and 2005. Further, while serving as vice president of sales and marketing of WorldWin Papers, Horcher introduced 12 new products in one year, which accounted for over 30 percent of total sales.

“Ellison is a great company, with a tremendous reputation in the marketplace,” said Horcher. “I’m looking forward to joining the Ellison team and helping to expand our retail distribution by making our products more readily available to anyone looking to expand their creative expression.”

Prior to WorldWin, Horcher spent 13 years at Fiskars Consumer Products, Inc., eventually rising to become group director of sales and marketing where he created and implemented sales strategies for four of the company’s business units.

Horcher joins Ellison as the company unveils new product lines for Sizzix and ellison design at the 2007 MemoryTrends show. The highlight of the show for Ellison is the introduction of the BIGkick™, a die-cutting machine introduced as part of the Sizzix line and designed to complement the line’s cornerstone product – the Sidekick^® Machine.

In addition to the hire of Horcher, Corcoran announced the promotion of Kristin Highberg to vice president of business development and Denzil Quick as director of marketing for consumer products.

About the Ellison Brand
Since 1977, Ellison has been the leader in die-cutting innovation and product development. Ellison manufactures and distributes the Prestige^® and AllStar^® product lines. Ellison is also the manufacturer, distributor and retailer of ellison design and Sizzix consumer die-cutting equipment and ancillary products. Ellison empowers people to express their personal and professional creativity using its innovative products and is committed to continuing this tradition for generations to come. More information can be found at Corp.ellison.com.