Alliance Data Signs Multi-Year Contract Extension with Leading Specialty Retailer...

Alliance Data Signs Multi-Year Contract Extension with Leading Specialty
Retailer PacSun

Continues Private Label Credit Card Services to Enhance Customer Loyalty

DALLAS, April 7 /PRNewswire-FirstCall/ -- Alliance Data Systems Corporation
(NYSE: ADS), a leading provider of loyalty and marketing solutions derived
from transaction-rich data, today announced it has signed a multi-year
contract renewal with Pacific Sunwear of California, Inc. (Nasdaq: PSUN) to
continue providing private label credit card services for PacSun.

(Logo: http://www.newscom.com/cgi-bin/prnh/20051024/ADSLOGO )

Headquartered in Anaheim, Calif., PacSun is a leading lifestyle specialty
retailer rooted in the youth culture and fashion vibe of Southern California,
selling casual apparel with a limited selection of accessories and footwear
designed to meet the needs of teens and young adults. PacSun currently
operates 932 PacSun stores in 50 states and Puerto Rico. A client of Alliance
Data's since 2000, Pacific Sunwear of California, Inc. recorded fiscal 2008
sales of $1.25 billion.

Under terms of the renewal agreement, Alliance Data will continue providing
private label credit card services including account acquisition and
activation; receivables funding; card authorization; private label credit card
issuance; statement generation; remittance processing; customer service
functions; and marketing services to PacSun.

The private label card program delivers value to PacSun customers through a
points-based loyalty program. Cardholders earn points that can be redeemed
toward future purchases and become eligible for special PacSun sales,
promotions and exclusive gift-with-purchase offers only available to PacSun
cardholders.

"We are very pleased with Alliance Data's services and look forward to
continuing our partnership in the years to come," said Mike Henry, chief
financial officer, Pacific Sunwear of California, Inc.

"PacSun is a lifestyle brand that has built a loyal customer base with
tremendous affinity for the brand," said Ivan Szeftel, president of Retail
Services for Alliance Data. "We're excited to continue our partnership with
PacSun to complement their brand, while providing credit marketing tools that
drive customer loyalty. At the same time, we look forward to exploring
additional opportunities to evolve the marketing strategy for PacSun's card
program."

About Pacific Sunwear of California, Inc.
Pacific Sunwear of California, Inc. is a leading lifestyle specialty retailer
rooted in the youth culture and fashion vibe of Southern California. The
Company sells casual apparel with a limited selection of accessories and
footwear designed to meet the needs of teens and young adults. As of January
31, 2009, the Company operated 932 stores in 50 states and Puerto Rico.
PacSun's website address is www.pacsun.com.

About Alliance Data

Alliance Data (NYSE: ADS) and its family of businesses is a leading provider
of loyalty and marketing solutions derived from transaction-rich data.
Through the creation and deployment of customized solutions that measurably
change consumer behavior, Alliance Data helps its clients to create and
enhance customer loyalty to build stronger, mutually beneficial relationships
with their customers. The Company manages millions of customer relationships
for some of North America's largest and most recognizable brands, helping them
grow their businesses and drive profitability. Headquartered in Dallas,
Alliance Data employs approximately 7,000 associates at approximately 50
locations worldwide. Alliance Data is a leading provider of marketing-driven
credit solutions, and is the parent company of Epsilon(R), a leading provider
of multi-channel, data-driven technologies and marketing services, and
LoyaltyOne(TM), which owns and operates the AIR MILES(R) Reward Program,
Canada's premier coalition loyalty program. For more information about the
company, visit its web site, www.AllianceData.com.

Alliance Data's Safe Harbor Statement/Forward Looking Statements

This release may contain forward-looking statements within the meaning of
Section 27A of the Securities Act of 1933, as amended, and Section 21E of the
Securities Exchange Act of 1934, as amended. Such statements may use words
such as "anticipate," "believe," "estimate," "expect," "intend," "predict,"
"project" and similar expressions as they relate to us or our management. When
we make forward-looking statements, we are basing them on our management's
beliefs and assumptions, using information currently available to us. Although
we believe that the expectations reflected in the forward-looking statements
are reasonable, these forward-looking statements are subject to risks,
uncertainties and assumptions, including those discussed in our filings with
the Securities and Exchange Commission.

If one or more of these or other risks or uncertainties materialize, or if our
underlying assumptions prove to be incorrect, actual results may vary
materially from what we projected. Any forward-looking statements contained in
this presentation reflect our current views with respect to future events and
are subject to these and other risks, uncertainties and assumptions relating
to our operations, results of operations, growth strategy and liquidity. These
risks, uncertainties and assumptions include those made with respect to and
any developments related to the termination of the proposed merger with an
affiliate of The Blackstone Group, including risks and uncertainties arising
from actions that the parties to the merger agreement or third parties may
take in connection therewith. We have no intention, and disclaim any
obligation, to update or revise any forward-looking statements, whether as a
result of new information, future results or otherwise.

"Safe Harbor" Statement under the Private Securities Litigation Reform Act of
1995: Statements in this presentation regarding Alliance Data Systems
Corporation's business which are not historical facts are "forward-looking
statements" that involve risks and uncertainties. For a discussion of such
risks and uncertainties, which could cause actual results to differ from those
contained in the forward-looking statements, see "Risk Factors" in the
Company's Annual Report on Form 10-K for the most recently ended fiscal year.
Risk factors may be updated in Item 1A in each of the Company's Quarterly
Reports on Form 10-Q for each quarterly period subsequent to the Company's
most recent Form 10-K.

SOURCE Alliance Data Systems Corporation

Julie Prozeller - Analysts/Investors, Financial Dynamics, +1-212-850-5721,
alliancedata@fd.com, or Shelley Whiddon - Media, +1-972-348-4310,
Shelley.whiddon@alliancedata.com, both for Alliance Data; or Gar Jackson, VP
Investor Relations, Pacific Sunwear of California, Inc., +1-714-414-4049