EXHIBIT 99.1


         
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         Proffitt's, Inc. and Carson Pirie Scott & Co. Announce Merger Agreement


              
              NOTE:     The management of Proffitt's, Inc. has scheduled
                        a conference call at 10:00 a.m. Eastern Time on
                        Thursday, October 30, 1997, to discuss the
                        proposed business combination of the two
                        companies.  To participate, please call
                        816/650-0613 (10 minutes prior to the call).

                        The management of Proffitt's, Inc. will host a
                        luncheon in New York at the Pierre Hotel on
                        Monday, November 3, 1997, at 12:00 noon to
                        discuss the proposed merger.  For luncheon
                        reservations, please call Julissa Gonzalez at
                        212/816-8329.

              KNOXVILLE, Tenn. and MILWAUKEE, Wis. -- Oct. 29, 1997 -- 
         Proffitt's, Inc. (NYSE:PFT) ("Proffitt's" or
         the "Company") and Carson Pirie Scott & Co. (NYSE:CRP)
         ("Carson's"), two of the nation's leading regional department
         store companies, jointly announced today that they have entered
         into an agreement and plan of merger in which the two companies
         will be combined, with Carson's, headquartered in Milwaukee,
         Wisconsin, becoming an operating division of Proffitt's, Inc.
         The Boards of Directors of Proffitt's and Carson's have
         approved the merger.
              Under the terms of the transaction, shareholders of
         Carson's will receive between 1.7 and 1.8 shares of Proffitt's,
         Inc. Common Stock for each share of Carson Pirie Scott & Co.
         Common Stock.  This exchange ratio reflects Proffitt's 2-for-1
         Common Stock split which was effective October 15, 1997.
         Proffitt's will issue approximately 29.7 million shares in the
         transaction, representing a transaction equity value of
         approximately $790 million, based upon Proffitt's October 24,
         1997 closing stock price of $27.125 per share (which also
         reflects the stock split).  The merger is expected to be
         completed in early 1998, subject to certain conditions,
         including regulatory approval under the Hart-Scott-Rodino Anti-
         Trust Act, regulatory approval under federal banking laws, an
         effective registration statement filed with the Securities and
         Exchange Commission, and approval by the shareholders of both
         companies.  The combination has been structured as a tax-free
         transaction and will be accounted for as a pooling of
         interests.
              Proffitt's, Inc. is a leading regional department store
         company currently operating five divisions - the Proffitt's
         Division headquartered in Knoxville, Tennessee with 19 stores
         in Tennessee, Georgia, Kentucky, North Carolina, Virginia, and
         West Virginia; the McRae's Division headquartered in Jackson,
         Mississippi with 31 stores in Alabama, Mississippi, Florida,
         and Louisiana; the Younkers Division headquartered in Des
         Moines, Iowa with 50 stores in Iowa, Wisconsin, Michigan,
         Nebraska, Illinois, Minnesota, and South Dakota; the Parisian
         Division headquartered in Birmingham, Alabama 
         
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         with 40 stores in Alabama, Georgia, Florida, Ohio, South Carolina, 
         Tennessee, Indiana, Michigan, and Mississippi; and the Herberger's
         Division headquartered in St. Cloud, Minnesota with 37 stores
         in Minnesota, Montana, Nebraska, North Dakota, South Dakota,
         Wisconsin, Colorado, Illinois, Iowa, and Wyoming.  The total
         Company operates 177 stores in twenty-four states.
              For the twelve months ended August 2, 1997, Proffitt's,
         Inc. achieved record sales of $2.2 billion, net income before
         non-recurring items of $67.3 million, and earnings per share
         before non-recurring items of $2.32.  Primarily as a result of
         acquisitions, the Company has grown revenues and net earnings
         at annual compound rates of 96% and 71%, respectively, over the
         last four fiscal years.
              Carson Pirie Scott & Co. is a leading regional department
         store company with 52 department stores in Illinois, Wisconsin,
         Indiana, and Minnesota operating under the names of Carson
         Pirie Scott, Boston Store, and Bergner's.  Carson's also
         operates four free-standing furniture stores in Illinois and
         Wisconsin.  For the twelve months ended August 2, 1997,
         Carson's achieved sales of $1.143 billion, net income of $31.6
         million, and operating earnings per share of $2.43.  The
         Company has grown operating earnings per share at an annual
         compound rate of 12% over the last four fiscal years.
              Once the businesses are combined, Carson's will operate as
         a separate department store division of Proffitt's, Inc., with
         its divisional headquarters in Milwaukee.  Merchandising, store
         operations, sales promotion, management information systems
         ("MIS"), and various support functions for the Carson's
         Division will remain in Milwaukee, and Carson's credit
         operations center will remain in Chicago.  Stanton J. Bluestone
         will continue in his role as Chairman and Chief Executive
         Officer of Carson's.  The Carson's organization will report
         through the Proffitt's, Inc. organizational structure.
              R. Brad Martin, Chairman and Chief Executive Officer of
         Proffitt's, Inc., and Stan Bluestone expressed their enthusiasm
         for the merger of the two companies.  Mr. Martin stated, "We
         are very excited about combining the two premier regional
         department store companies in the country.  This transaction
         will create the fourth largest traditional department store
         company in the United States, operating over 230 stores in 24
         states with annual revenues in excess of $3.5 billion.  This
         combination will produce an enterprise which will provide
         further opportunities for growth for our associates and our
         shareholders."
              Mr. Martin further commented, "Our Company has had a long-
         standing respect for Carson's management, merchandising
         strategies, customer service standards, and reputation in its
         markets and throughout the vendor community.  The contiguous
         geographical relationship of our stores, with only limited
         market overlap, makes this combination a great fit.  The
         addition of Carson's substantially strengthens our presence
         throughout the important Midwest, 
         
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         particularly in the greater Chicago area, Milwaukee and central 
         Illinois."
              Mr. Bluestone noted, "Proffitt's is indeed an ideal
         partner for Carson's.  Proffitt's has a terrific culture and an
         exemplary reputation in the way it treats its associates,
         customers, and business partners.  Our combination with
         Proffitt's will provide our associates and our shareholders
         with a bright future and a substantial interest in the fastest
         growing department store company in the country and in a
         company with a proven record for creating shareholder value
         through successful business combinations and solid financial
         performance.  Proffitt's operating structure and philosophy
         will enable our organization to operate as a separate division
         within Proffitt's, Inc., while enjoying the many benefits of
         shared resources and economies of scale.  We are confident that
         Proffitt's growth orientation will create further opportunities
         for our team."
              Mr. Martin noted, "This transaction will lower the
         financial leverage of Proffitt's, Inc., strengthening our
         balance sheet and providing additional flexibility for future
         growth opportunities.  Upon the successful completion of the
         transaction, we expect our total debt to total capitalization
         will approximate 27% at year end, a decline from approximately
         40% presently.
              "We believe the addition of Carson's would be modestly
         accretive to the earnings of Proffitt's, Inc. beginning in 1998
         even without the realization of synergies.  Based upon
         achieving the 1998 synergies outlined below, we expect fully
         diluted earnings per share to approximate $1.77, adjusted for
         the 2-for-1 stock split, in 1998."
              Mr. Martin also noted, "We expect to realize synergies of
         approximately $10 million, $20 million, and $40 million, in
         1998, 1999, and 2000, respectively, related to this
         transaction.  As soon as practical, designated teams of
         managers from both Proffitt's and Carson's will begin their
         work in identifying synergies and best practices that will
         allow us to most effectively and efficiently operate our
         existing business and to further position the Company for
         additional growth."
              Cost reductions related to the merger are expected to come
         in several forms, such as through the elimination of certain
         duplicate corporate expenses.  Additionally, many best
         practices of the two companies will be implemented throughout
         the combined corporation.  Examples include shared technology
         and systems, enhanced logistics management at the distribution
         facilities, and the expansion of Carson's national credit card
         bank to the Company's other operating divisions.  Savings will
         also be recognized on a combined basis through the purchasing
         power of increased scale in such areas as property and casualty
         insurance, associate benefits, advertising media, and supply
         purchasing.
              Martin concluded, "Through this merger, we believe there
         are opportunities to improve the merchandising operations of
         the combined business through strengthened vendor
         relationships, 
         
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         development of key businesses and key brands, and
         further private brand development.  Additionally, the
         Carson's MIS and credit operations will increase capacity in
         these important areas for the entire organization and will
         provide a platform and infrastructure to support future
         regional growth."
              Upon closing the transaction, the Company will incur
         certain non-recurring charges related to the business
         combination.
              In connection with executing the merger agreement, the
         Board of Directors of Carson's has rescinded the $20 million
         share repurchase program adopted in January 1997.
              This announcement is neither an offer of securities nor a
         solicitation of proxies.  An offering will only be made by
         means of a prospectus which is part of an effective
         registration statement, and proxies will only be solicited
         pursuant to a definitive proxy statement.
              The forward-looking information presented in the press
         release is premised on many factors, some of which are outlined
         below.  Actual consolidated results might differ materially
         from projected forward-looking information if there are any
         material changes in management's assumptions.
              The forward-looking information and statements are based
         on a series of preliminary projections and estimates, are
         contingent upon the timely completion of the merger transaction
         with Carson's, and involve certain risks and uncertainties.
         Potential risks and uncertainties include such factors as the
         level of consumer spending for apparel and other merchandise
         carried by the Company, the competitive pricing environment
         within the department and specialty store industries, the
         effectiveness of planned advertising, marketing, and
         promotional campaigns, appropriate inventory management,
         realization of planned synergies, and effective cost
         containment.
              
              CONTACT:  Proffitt's, Inc., Knoxville
                        Julia Bentley, 423/981-6243
                        or
                        Carson Pirie Scott & Co., Milwaukee
                        Ed Carroll, 414/347-5340 (media)

                        Darren Jackson, 414/278-5787 (investors)