E COM VENTURES, INC.

FOR IMMEDIATE RELEASE

COMPANY CONTACT:

A. Mark Young
Chief Financial Officer
E Com Ventures, Inc.
954-335-9030


                    PERFUMANIA MARKETING, PRESIDENT DEPARTS


Sunrise, Fl. June 21, 2004 - PERFUMANIA MARKETING,  a wholly owned subsidiary of
E Com  Ventures,  Inc.  and  the  nation's  largest  discount  perfumery  chain,
announced  today the  departure  of Jeffrey  Geller,  Chief  Operating  Officer.
Existing senior management will absorb the duties of Mr. Geller.

Perfumania  Marketing,  the nation's  largest  perfumery  chain,  is the leading
specialty  discount  retailer  of a  wide  range  of  brand  name  and  designer
fragrances with approximately $200 million in annual sales. The Company operates
a chain of approximately 230 retail stores nationwide.

This  press   release  may  include   information   presented   which   contains
forward-looking  information,   including  statements  regarding  the  strategic
direction of the Company. Some of these statements, including those that contain
the words  "anticipate,"  "believe,"  "plan,"  "estimate,"  "expect,"  "should,"
"intend," and other similar expressions, are "forward-looking statements' within
the  meaning of the  Private  Securities  Litigation  Reform Act of 1995.  Those
forward-looking  statements  involve known and unknown risks,  uncertainties and
other factors that may cause our actual results,  performance or achievements of
those of our  industry  to be  materially  different  from any  future  results,
performance  or  achievements  expressed  or  implied  by those  forward-looking
statements.  Among the factors that could cause actual  results,  performance or
achievement  to  differ  materially  from  those  described  or  implied  in the
forward-looking  statements  are our  ability to service  our  obligations,  our
ability to comply with the covenants in our credit  facility,  general  economic
conditions, competition, potential technology changes, changes in or the lack of
anticipated  changes in the  regulatory  environment in various  countries,  the
ability  to  secure  partnership  or  joint-venture   relationships  with  other
entities,  the ability to raise  additional  capital to finance  expansion,  the
risks inherent in new product and service  introductions  and the entry into new
geographic markets and other factors included in our filings with the Securities
and Exchange Commission.

Perfumania  is a trademark  of  Perfumania,  Inc. All other  trademarks  are the
property of their respective owners.