Auri Prepares for Strong Demand in Fall 2011

LAGUNA BEACH, Calif., July 27, 2011 /PRNewswire/ -- Auri, Inc., (OTCBB: AURI), today announced its full fall 2011 collection, including 25 men's and 23 women's styles, respectively. The fall 2011 products will be available starting in August at approximately 120 retail locations including Fred Segal, Rubenstein Brothers, The Tannery, and Gary's.

"We are very excited about our fall 2011 lineup," said Ori Rosenbaum, Chief Executive Officer of Auri, Inc. "The breadth and depth of this collection is the best I have seen in our Company's history. We are leveraging the success we had in the first half of this year to create even more excitement around our women's collection. We believe the combination of great styles and unmatched comfort will expand our sales and brand in this large and growing category. A new marketing campaign and appearances at five trade shows this summer will produce additional positive momentum."

Auri's women's fall collection incorporates the season's hottest trends, including vintage styles and weatherized looks.  Consisting of flats, fashion pumps, platform heels and numerous boots including ankle boots, mid-calf boots and a classic riding boot, all styles are crafted from Italian leather including rich suede and embossed patent. The collection's color selection consists of seasonal fall shades including reds, browns, fawn and metallic bronze.  Retail prices range from $145-$425.

The men's collection features a diverse lineup of casual, dress, and sports footwear. The leather collection incorporates rich tone leathers that are highly polished or burnished to create a hand-crafted finish.  The men's sport collection features tailored styles for a clean fit while the dress collection incorporates classic styling with a contemporary twist. The entire men's assortment utilizes Outlast® temperature regulating linings throughout the shoe.  Retail prices for the men's line range from $150-$285.

To view the Fall 2011 collection please visit: www.aurifootwearonline.com.

About Auri, Inc.

Auri designs, crafts and markets fashion footwear for men and women, fusing performance engineering, innovative designs and advanced technical materials to provide a new level of luxury in fashion footwear. Crafted with Italian leathers and hand finished details, the products incorporate a seamless fusion of next level technologies with pure style delivering a unique experience of a no compromise style.

Advanced technologies include active suspension systems, compression control, Outlast® temperature regulating linings, Liquicell® ultra-thin liquid-filled interface technology, and encapsulated gel technologies.  For more information, please visit www.aurifootwear.com.

Safe Harbor Statement

This press release contains certain statements that may include 'forward-looking statements' as defined in the Private Securities Litigation Reform Act of 1995. These forward-looking statements are often identified by the use of forward-looking terminology such as "believe, expect, anticipate, optimistic, intend, will" or similar expressions. Such forward-looking statements involve known and unknown risks and uncertainties that may cause actual results to be materially different from those described herein as anticipated, believed, estimated or expected. Investors should not place undue reliance on these forward-looking statements, which speak only as of the date of this press release. The Company's actual results could differ materially from those anticipated in these forward-looking statements as a result of a variety of risks and factors, including those discussed in the Company's periodic reports that are filed with and available from the Securities and Exchange Commission. All forward-looking statements attributable to the Company or persons acting on its behalf are expressly qualified in their entirety by these risks and other factors. Other than as required under the securities laws, the Company does not assume a duty to update these forward-looking statements.

Contacts:

Media Contact:

SnL Communications
Marla White
Phone: (310) 996-0239
Email: [email protected]

Investor Relations:

MZ-HCI
Ted Haberfield, President
Phone: (760) 755-2716
Email: [email protected]
Web: www.MZ-HCI.com

SOURCE Auri, Inc.