How to Write a New Store Opening Press Release (Sample, Template & Example)

It’s true, a good press release can really knock your readers’ socks off. Are you wondering how you can achieve this effect with your content and make your press release announcement appeal to your target audience in a natural way?

Let us help you out. We know from experience that the questions surrounding the writing of a press release are many:

  • How do you know your press release is serving its purpose?
  • How do you make sure that you have effectively tied your news about the store opening – this particular event, with your company’s story in general?
  • Have you written your press release in a way that all details fit together in a coherent text and get people to read the whole message, making them think “I should really check this place out.”?

The main thing you need to know before you start writing is what type of information you need to present in your press release. Then we can work on shaping this information into the perfect press release.

You should not overwhelming the reader with too many details; instead, you need to offer enough to entice their interest and an opportunity for them to  learn more about your brand and your new store by visiting your website or your store location.

Your Press Release should include the following information:

  • Catchy headline
  • Details about the new store
    • name
    • location
    • products/ services
    • opening date
    • opening times
    • owner
    • history of the brand
  • Quote from involved parties – CEO, owner, buyer/seller, (recommended)
  • Relevant image: company logo, store building, owner, CEO, manager (recommended)
  • Company website URL
  • Release date
  • Dateline
  • Boilerplate – about the store;
  • Contact information (contact person, store address, phone)


Here is how you can turn a dull “check out my new store” story into a powerful press release with a solid news angle.


UNIZen to Open First California Store in San Francisco In July 2018

San Francisco, CA, Release: May 17, 2018. For Immediate Release

UNIZen today announces that it will open its first California store in San Francisco’s Oasis Center at the end of July this year. The Oasis Center is the largest shopping mall in California, popular among local residents and visitors alike. The approximately 12,100 square-foot UNIZen store will offer clothes and accessories for children ages 2-16 over two floors (2A and 3A). The company plans to introduce its products and its upcoming autumn collection via a Pop-up store in June.

More information about the products that will be offered by UNIZen at the San Francisco location and the opening event can be found at

UNIZen is committed to creating perfect clothing that meets the needs of children’s daily lifestyles. The brand offers high quality, functional gear for toddlers and teens at affordable prices. Its main focus is on producing new and modern designs that make children comfortable.

Victoria Johnson, CEO of UNIZen California, commented that “UNIZen is honored to open our new store in the Oasis Center, a premier shopping location in California. We look forward to becoming a member of the local San Francisco community and building our reputation for excellence among local parents as well as the U.S. and international visitors on holiday in the city.”

The new store will be located in Buena Vista & Haight Street, in Oasis City Center, California’s largest open-air shopping center. It will be opened from 8 am until 9 pm Monday – Saturday.

UNIZen will set up a Pop-up store within Oasis City Center in June this year, ahead of the official store opening party in the summer. Details regarding the Pop-up store can be found on the company website and online store:

Contact info:
Name: Victoria Johnson, CEO
Organization: UNIZen
Address: Buena Vista & Haight Street, San Francisco, CA 94117
Phone: +1-880-706-6051



If you write your press release the way we have shown above, you have a very high chance of success. Follow our tips and use the following template to create the perfect press release announcing your store opening.

[Headline Of The Press Release]

[City] [State} Release Date: [“For Immediate Release” or a concrete date]

[Summary Section: Briefly describe your announcement]

[Insert a quote from a representative related to the brand, company]

[Write an additional paragraph to provide more details about the announcement: try to respond to all relevant W-questions (where, what, why, when, who)]

[Write about the exact opening date & location, include information about the opening times of the store]

[Insert another quote or another section with details about the services/products the store will offer]

[Include a call to action and an URL address where the reader can find more information about the store]

[Boilerplate message about the company: insert the following information

Contact info:
Contact Person:



  1. Thank you very much for sharing this practical information. We followed the instructions, used the template and then distributed our media release with a distribution company. We are really happy of how it turned out.
    The article saved us $99! – that’s how much the writing service was is with this distribution company. Plus, we got a number of pickups by local writers and bloggers.

  2. Very insightful. I appreciate the share of the content and will use many of the suggestions for our marketing campaign.

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