News Release

Rosetta Stone Expands Experience-Store Retail Concept
New Beverly Center (California) and Tysons Galleria (Virginia) Sites Capture Essence of Company's New "More Than Words: Understanding" Brand Focus

ARLINGTON, Va., Jul 12, 2011 (BUSINESS WIRE) --

Rosetta Stone Inc. (NYSE:RST), a leading provider of technology-based language-learning solutions, today announced that it has opened two new "experience stores" at the Beverly Center in West Hollywood, Calif., and Tysons Galleria in McLean, Va. These new retail outlets are the latest move in the company's new, fully-integrated marketing campaign, "More than Words: Understanding." The campaign was developed to capture the human emotions and experiences that inspire people to learn a new language. The experience stores focus on customers' motivation to learn a language and provide them with extensive interaction with the Rosetta Stone(R) TOTALe(R) (pronounced tow-TALLY) comprehensive language-learning experience prior to purchase.

These new retail hubs provide the perfect locales to target the company's celebrity devotees as well as Washington D.C.'s government elite and business leaders. With the recent thumbs-up from some of Hollywood's A-list language learners as well as from the many connected business leaders and politicos in the Washington D.C. metro area who use Rosetta Stone solutions, the company feels that its latest stores are ideally located. The Beverly Center and Tysons Galleria stores join the company's two existing experience stores at The Mall at Short Hills, in Short Hills, N.J., and 2 Times Square in New York City.

"We are thrilled to showcase our newest retail concept in two of the finest shopping destinations in the U.S.," said Eric Duehring, senior vice president of global brand marketing for Rosetta Stone. "As we continue to evolve our solution and brand with unique and dynamic features, we feel these new experience stores provide a powerful way for us to connect with our customers and help them understand the essential benefits learning a new language can provide, not only in their own lives, but in connecting with others."

The Beverly Center and Tysons Galleria experience stores allow Rosetta Stone experts to demonstrate their latest solution, Rosetta Stone TOTALe, which combines the proven Rosetta Course(R) with Rosetta Studio(R) and Rosetta World(R).

  • Rosetta Course. Where learners develop a foundation of language, build a vocabulary and are encouraged to speak correctly.
  • Rosetta Studio. Where learners sharpen their skills online through live, 50-minute sessions led by tutors who are native speakers.
  • Rosetta World. Where learners connect with others in an online community to explore language through fun games and other inspiring activities.

They also allow the company to showcase TOTALe Companion HD(TM), the free app for TOTALe subscribers, which allows learners to enrich their language-learning experience--anywhere their iPad device is connected to the Internet.

In addition to the new experience stores, customers can find Rosetta Stone solutions in more than 30 languages at a number of convenient locations, including Water Tower Place in Chicago, The Prudential Center in Boston, Gatwick Airport in London, Haneda Airport in Tokyo, and Centum City in Busan, Korea.

About Rosetta Stone

Rosetta Stone Inc. is changing the way the world learns languages. Rosetta Stone provides interactive solutions that are acclaimed for the speed and power to unlock the natural language-learning ability in everyone. Available in more than 30 languages, Rosetta Stone language-learning solutions are used by schools, organizations and millions of individuals in over 150 countries throughout the world. The company was founded in 1992 on the core beliefs that learning a language should be natural and instinctive and that interactive technology can replicate and activate the immersion method powerfully for learners of any age. The company is based in Arlington, Va., with international offices in the United Kingdom, Korea, Japan and Germany. For more information, visit

"Rosetta Stone," "TOTALe" and other products and services referred to herein are trademarks and/or registered trademarks of Rosetta Stone Ltd. in the United States and other countries.

iPad is a trademark of Apple Inc.

SOURCE: Rosetta Stone Inc.

Rosetta Stone Inc.
Media Contact:
Megan Richter, 703-522-9953
Investor Contact:
Investor Relations, 703-522-9970
"Safe Harbor" Statement under the Private Securities Litigation Reform Act of 1995: Statements in this press release regarding Rosetta Stone PR'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 or Form 10-K for the most recently ended fiscal year.