URI Eagle Ceramic Knives to cease its direct to consumer sales channel in August 2004

July 16, 2004 – Redondo Beach, California -- Universal Relations, Inc will cease all direct to consumer sales efforts at the end of July 2004. Recent deals with major partners such as Target Corporation in the U.S. and Housewares Distribution in Canada have convinced the company that now is the time to exit the direct to consumer sales channel.

As part of its business plan URI had prepared an exit strategy to sell off the direct sales assets and allow it to focus on long-term relationships with established partners with the ability to market our unique products to their immense customer base. The direct sales channel was critical to funding our growth. The time spent marketing products directly helped them to understand the market and fine-tune their ceramic knife products.

It took a certain level of success to reach the critical mass required to attract a partner like Target Corporation. Robust growth in the number of new gourmet specialty and cutlery dealers will be protected through the introduction of new high-end products. Major distribution partners will be able to cherry pick specific models to open new markets for URI Eagle Ceramic products with incredibly low prices due to the economies of scale associated with the increased volume of products being produced and sold. And, with the addition of a major retailer sales channel the direct sales channel is clearly best left to our partners. Our focus must be fixed upon making our partners successful with their customers. Our dealers, distributors, and retailers are partners and URI chooses not to compete with partners.

The details of URI’s exit from direct sales to consumers have been driven by the desire to maximize the benefit to all of the parties concerned. It is nice to be able to provide opportunities to our first dealers to acquire assets once associated with the direct sales efforts. As North America President, Grace Li puts it, “My Company owes so much to our charter dealers. Why not share with them some of the revenue generating vehicles as we focus on their success? I look forward to serving our partners and their customers.”

PR Contact information:

For more information you may contact Justin Johnson at URI Eagle Ceramic.

The phone number to call is: (310) 921-6526.

You may request more information by mail by writing to URI Eagle Ceramic, PO Box 3805, Redondo Beach, CA 90277.

You may also contact us via e-mail: info@urieagle.com?subject=PR URI Exit from Direct Sales

For More Information Visit: http://www.urieagle.com