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NRF Enhances Loss Prevention Team with Addition of Retail Veteran Rhett Asher

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For Immediate Release
Contact: Ellen Davis (202) 783-7971 or davise@nrf.com

NRF Enhances Loss Prevention Team with
Addition of Retail Veteran Rhett Asher
--Joe LaRocca to Continue as NRF Advisor and Spokesperson--

Washington, March 23, 2009 -- The National Retail Federation announced today that Rhett Asher has joined NRF as Vice President of Loss Prevention. In this position, Asher will be responsible for directing the Loss Prevention initiatives at NRF, including NRF's annual Loss Prevention Conference, LP Advisory Council, and NRF Investigator's Network.

"Rhett will strengthen NRF’s existing leadership in retail loss prevention, and we are excited to have him on board," said Tracy Mullin, NRF President and CEO. "Rhett’s extensive experience in retail management and tenure working with loss prevention professionals will bring additional value to our members and help raise the profile of loss prevention issues within our industry, to law enforcement and on Capitol Hill.”

With over 20 years of retail experience, Asher began his career in retail management with Best Products, Cort Furniture Rental, Modell’s, and Ross Stores. In 2003, Asher joined the Retail Industry Leaders Association, where he managed the association’s Loss Prevention conference and steering committee. Asher became Vice President of the Loss Prevention Foundation in 2006, managing the development of content for the group’s certification programs and served as Executive Director of the National Food Service Security Council.

Joseph LaRocca, who has served as NRF’s Vice President of Loss Prevention since January 2005, will enter into a new role as Senior Asset Protection Advisor to NRF. In this position, LaRocca will continue to serve as an intermediary between NRF members and various private and government entities. He will also continue to work with the media as an NRF spokesperson on loss prevention issues.

LaRocca asked to scale back his current role at NRF to be able to spend more time at home in Los Angeles, from where he has been commuting for more than four years. He hand-selected Asher to fill his current position and is working with NRF to ensure the transition is seamless.

“Rhett Asher is a natural choice to lead retail’s loss prevention efforts,” said LaRocca. “I am thrilled that I will be able to continue working with Rhett and NRF’s members while supporting the industry’s efforts in the important fight against organized retail crime, fraud and e-fencing.”

The National Retail Federation is the world's largest retail trade association, with membership that comprises all retail formats and channels of distribution including department, specialty, discount, catalog, Internet, independent stores, chain restaurants, drug stores and grocery stores as well as the industry's key trading partners of retail goods and services. NRF represents an industry with more than 1.6 million U.S. retail establishments, more than 24 million employees - about one in five American workers - and 2008 sales of $4.6 trillion. As the industry umbrella group, NRF also represents more than 100 state, national and international retail associations. www.nrf.com