SUNRISE, Fla., Aug. 8, 2008 (PRIME NEWSWIRE) -- E Com Ventures, Inc. (NasdaqCM:ECMV - News) announced today that it has changed its name to Perfumania Holdings, Inc. The Company's ticker symbol will be changed to ``PERF'' as of the opening of trading on the NASDAQ Capital Market on Monday, August 11, 2008.

In addition, the Company's shareholders approved the previously announced acquisition of Model Reorg, Inc. at a special meeting held on August 8, 2008. The acquisition is expected to close on Monday, August 11, after completion of closing conditions.

``Changing our name should strengthen our position in the marketplace,'' stated Michael W. Katz, President and Chief Executive Officer of E Com and Model. ``'Perfumania' is the distinctive tradename by which we are best known. It will provide a strong corporate and commercial identification for the combined company.''

          Perfumania Holdings, Inc.
          Michael W. Katz, President and CEO 
          954-335-9030