GOTTSCHALKS INC
DEF 14A, 1994-05-24
DEPARTMENT STORES
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<PAGE>
                                  SCHEDULE 14A
                                 (RULE 14A-101)
                    INFORMATION REQUIRED IN PROXY STATEMENT
                            SCHEDULE 14A INFORMATION

                  Proxy Statement Pursuant to Section 14(a) of
                      the Securities Exchange Act of 1934

    Filed by the registrant /X/
    Filed by a party other than the registrant / /
    Check the appropriate box:
    / /  Preliminary proxy statement
    /X/  Definitive proxy statement
    / /  Definitive additional materials
    / /  Soliciting material pursuant to Rule 14a-11(c) or Rule 14a-12

                                                GOTTSCHALKS INC.
- - --------------------------------------------------------------------------------
                (Name of Registrant as Specified in Its Charter)
                                                GOTTSCHALKS INC.
- - --------------------------------------------------------------------------------
                   (Name of Person(s) Filing Proxy Statement)

Payment of filing fee (Check the appropriate box):

/X/  $125 per Exchange Act Rules 0-11(c)(1)(ii), 14a-6(i)(1), or 14a-6(j)(2).
/ /  $500  per  each party  to  the controversy  pursuant  to Exchange  Act Rule
     14a-6(i)(3).
/ /  Fee computed on table below per Exchange Act Rules 14a-6(i)(4) and 0-11.
     (1) Title of each class of securities to which transaction applies:
         -----------------------------------------------------------------------
     (2) Aggregate number of securities to which transactions applies:
         -----------------------------------------------------------------------
     (3) Per unit  price  or  other underlying  value  of  transaction  computed
         pursuant to Exchange Act Rule 0-11:(1)
         -----------------------------------------------------------------------
     (4) Proposed maximum aggregate value of transaction:
         -----------------------------------------------------------------------
/ /  Check  box if any part of the fee is offset as provided by the Exchange Act
     Rule 0-11(a)(2) and identify  the filing for which  the offsetting fee  was
     paid  previously. Identify  the previous  filing by  registration statement
     number, or the form or schedule and the date of its filing.
     (1) Amount previously paid:
         -----------------------------------------------------------------------
     (2) Form, schedule or registration statement no.:
         -----------------------------------------------------------------------
     (3) Filing party:
         -----------------------------------------------------------------------
     (4) Date filed:
         -----------------------------------------------------------------------

- - ----------------------
(1) Set forth the amount on which the filing fee is calculated and state how  it
    was determined.
<PAGE>
                                GOTTSCHALKS INC.
                            7 River Park Place East
                            Fresno, California 93720
                                 (209) 434-8000

                    NOTICE OF ANNUAL MEETING OF STOCKHOLDERS
                            TO BE HELD JUNE 23, 1994

TO THE STOCKHOLDERS OF GOTTSCHALKS INC.:

    You  are cordially invited to attend  the Annual Stockholders' Meeting to be
held on Thursday, June  23, 1994 at  10:00 a.m., Pacific  Daylight Time, at  the
Company's  corporate headquarters  located at 7  River Park  Place East, Fresno,
California, for the purpose of considering and voting upon the following matters
described in the accompanying Proxy Statement:

    1.  The  election of  10 directors,  to hold  office until  the next  Annual
       Stockholders'   Meeting  and  until  their  successors  are  elected  and
       qualified.

    2.  A proposal to approve  the Gottschalks Inc. 1994 Key Employee  Incentive
       Stock Option Plan.

    3.   A proposal  to approve the Gottschalks  Inc. 1994 Director Nonqualified
       Stock Option Plan.

    4.   Such other  matters as  may properly  come before  the meeting  or  any
       adjournment thereof.

    The  Board of Directors has  fixed the close of business  on May 12, 1994 as
the record date for determining the  stockholders entitled to notice of, and  to
vote  at, the  Annual Meeting. Accordingly,  only stockholders of  record at the
close of business on that date will be entitled to vote at the Annual Meeting. A
list of stockholders entitled  to vote at the  Annual Meeting will be  available
for  examination by any stockholder of  the Company during normal business hours
at the address above for the ten days preceding the Annual Meeting.

    We hope that you can attend the Annual Meeting in person. WHETHER OR NOT YOU
CAN ATTEND,  WE URGE  THAT  YOU FILL  IN, SIGN  AND  RETURN THE  ENCLOSED  PROXY
PROMPTLY IN THE BUSINESS REPLY ENVELOPE ENCLOSED.

                                          By Order of the Board of Directors,

Fresno, California            Joseph W. Levy
 May 24, 1994                 Chairman and Chief Executive Officer
<PAGE>
                                GOTTSCHALKS INC.
                            7 River Park Place East
                            Fresno, California 93720
                                 (209) 434-8000

                             ---------------------

                                PROXY STATEMENT
                       FOR ANNUAL MEETING OF STOCKHOLDERS
                                 JUNE 23, 1994

    Your  proxy in the enclosed  form is solicited by  the Board of Directors of
Gottschalks Inc. (the "Company") for use at the Annual Stockholders' Meeting  to
be  held on  Thursday, June 23,  1994, at  the time and  place set  forth in the
preceding Notice of Annual Meeting, and at any adjournment of that meeting. This
Proxy Statement and  the form  of Proxy  are being first  sent or  given to  the
Company's stockholders on or about May 24, 1994.

    Any  stockholder giving a proxy pursuant  to this solicitation may revoke it
at any time  before it is  exercised at the  Annual Meeting by  filing with  the
Secretary  of the Company either  a notice in writing  revoking it or a properly
executed proxy bearing  a later  date, or by  attending the  Annual Meeting  and
voting in person.

    Only  stockholders of record of the  Company's common stock, $0.01 par value
(the "Common Stock") at the  close of business on May  12, 1994 are entitled  to
vote  at  the  Annual Meeting.  There  were  10,416,089 shares  of  Common Stock
outstanding on that date, each of which is  entitled to one vote on each of  the
matters to be presented to the stockholders at the meeting.

    The  Company will bear all costs incurred in the solicitation of proxies. In
addition to mailing copies of this material to all stockholders, the Company has
requested banks and brokers  to forward copies of  such material to persons  for
whom  they hold stock of  the Company and to  request authority for execution of
the proxies.  The  Company will  reimburse  such  banks and  brokers  for  their
reasonable out-of-pocket expenses incurred in connection therewith. Officers and
regular  employees of  the Company  may, without  being additionally compensated
therefore, solicit proxies by mail, telephone, telegram or personal contact.

                             ELECTION OF DIRECTORS

    The Company's  Board  of  Directors currently  consists  of  ten  directors,
subject  to  future  change  in  accordance  with  the  Bylaws  of  the Company.
Accordingly, at the Annual  Meeting, ten directors are  proposed to be  elected,
each  to hold  office until  the next Annual  Meeting and  until such directors'
successors shall be elected and qualified. The Board of Directors of the Company
has nominated, and recommends for election  as directors, the ten persons  named
below.  Unless authority is withheld or any nominee becomes unable to serve, the
persons named  in the  enclosed  form of  proxy will  vote  such proxy  for  the
election  of the nominees listed below. The  Board of Directors has no reason to
believe that any nominee will be unavailable.

                                      -1-
<PAGE>
    The following  table  sets forth  certain  information about  the  directors
standing for election at the Annual Meeting:

                       NOMINEES FOR ELECTION AS DIRECTOR

<TABLE>
<CAPTION>
                                                    Present Position                 Director
                           Age (1)                    With Company                     Since
                        -------------  -------------------------------------------  -----------
<S>                     <C>            <C>                                          <C>
Joseph W. Levy(2)                62    Chairman and Chief Executive Officer               1986
Gerald H. Blum(3)                67    Vice Chairman of the Board and Consultant          1986
Karen L. Blum(3)                 42    Director                                           1986
Bret W. Levy(2)                  30    Vice President, Credit and                         1986
                                       Customer Services and Director
Sharon Levy(2)                   59    Director                                           1986
Joseph J. Penbera                47    Director                                           1986
Frederick R. Ruiz                49    Director                                           1992
O. James Woodward III            58    Director                                           1992
Max Gutmann                      71    Director                                           1992
Stephen J. Furst(4)              51    President, Chief Operating Officer and             1994
                                       Director
<FN>
- - ----------------------
(1)   As of March 31, 1994.
(2)   Joseph Levy and Sharon Levy are husband and wife. Bret Levy is their son.
(3)   Gerald Blum and Karen Blum are husband and wife.
(4)   Mr.  Furst was elected by the Board of Directors on March 18, 1994 to fill
      a vacancy created by an increase in the number of directors effectuated by
      the Board in accordance with the Bylaws of the Company.
</TABLE>

    Mr. Joseph Levy became Chairman of the Board and Chief Executive Officer  of
E.  Gottschalk & Co.,  Inc. ("E. Gottschalk")  in April 1982  and the Company in
March 1986. He was Executive  Vice President from 1972  to April 1982 and  first
joined  E. Gottschalk in 1956. Mr. Levy  was formerly Chairman of the California
Transportation Commission  and has  served  on numerous  other state  and  local
commissions and public service agencies.

    Mr.  Blum  became  Vice  Chairman  of the  Board  in  November  1993,  and a
consultant to  the Company  in  May 1994.  He  was previously  President,  Chief
Operating Officer and Secretary of E. Gottschalk from April 1982 and the Company
from  March 1986. He  was Executive Vice  President from 1972  to April 1982 and
first joined E. Gottschalk in 1951. He serves as the California Director of  the
National  Retail  Federation  and  as a  Director  of  the  California Retailers
Association as well as numerous other local public service organizations.

                                      -2-
<PAGE>
    Mrs. Blum is  a private investor  and serves on  the boards of  a number  of
community and civic organizations.

    Mr.  Bret  Levy became  a director  of E.  Gottschalk in  June 1982  and the
Company in  April 1986.  Mr. Levy  has been  an employee  of the  Company  since
November  1989  and  presently serves  as  Vice President,  Credit  and Customer
Services. Mr. Levy was employed by the accounting firm of Price Waterhouse  from
July  1988 to  August 1989.  Mr. Levy graduated  from the  University of Chicago
Graduate School  of  Business in  June  1989. Mr.  Levy  is a  certified  public
accountant.

    Mrs. Levy became a director of E. Gottschalk in June 1979 and the Company in
March  1986. She has served as an elected  member of the Board of Supervisors of
Fresno County since 1975, of which she was Chairperson in 1980, 1985 and 1990.

    Dr. Penbera is Special Assistant to the President, Fresno State  University,
California.  He formerly  was Dean  and Professor  of Management  and Marketing,
School of Business  and Administrative  Sciences, of  that university.  He is  a
director  of  the Baruch  Investment Company,  Rug Doctor,  L.P. and  FAX-IT. He
became a  director of  the Company  in April  1986. Dr.  Penbera is  also  Chief
Economist for ValliCorp Holdings, Inc.

    Mr.  Ruiz is  Chairman and  Chief Executive  Officer of  Ruiz Food Products,
Inc., a frozen food  company he has  been associated with  since 1966. Mr.  Ruiz
serves  on  the board  of McClatchy  Newspapers, Inc.,  as well  as a  number of
community and civic organizations, and  is a member of the  Hall of Fame of  the
U.S.  Small Business Administration. He became a director of the Company in July
1992.

    Mr. Woodward is an attorney  with the firm of  Wild Carter Tipton &  Oliver.
Prior to that, he was Executive Vice President of the Guarantee Savings Group of
Glenfed.  In addition to a private law practice, Mr. Woodward has had experience
with other financial institutions and in real estate development in  California.
He  currently serves  on the  Board of  Directors of  the Fresno  Convention and
Visitors Bureau and Boalt  Hall Trust. He  became a director  of the Company  in
September 1992.

    Mr.  Gutmann  is  the  retired  Chairman  and  Chief  Executive  Officer  of
Elder-Beerman Stores  Corp, where  he  served as  Executive Vice  President  and
Chairman  from 1961-1991. Elder-Beerman operates  47 department stores, 131 shoe
outlets and  74 women's  specialty stores.  Mr. Gutmann  continues to  serve  on
Elder-Beerman's  Board of Directors and, in addition, is currently a Director of
Banc One, Dayton, N.A., the University  of Dayton, and the Jewish Federation  of
Dayton.  He is a member of the Dayton Rotary Club and various civic and cultural
organizations in the Dayton, Ohio area. He  became a director of the Company  in
September 1992.

    Mr. Furst became Executive Vice President and Chief Operating Officer of the
Company  in July 1993 and President of the Company in November 1993. He became a
director of the Company in March 1994. Mr. Furst is the first non-family  member
to serve as the Company's President in its 89-year history. Prior to joining the
Company,  Mr. Furst  served in  a variety  of positions  including President and
Chief  Operating  Officer  of  Hess's  Department  Stores  based  in  Allentown,
Pennsylvania  for over thirty  years. Mr. Furst  also served as  a member of the
Board of Directors of Hess's and of its parent company, Crown America Corp.  Mr.
Furst  serves as  a director  of the  National Retail  Federation as  well as of
numerous other public service organizations.

                                      -3-
<PAGE>
MEETINGS OF THE BOARD OF DIRECTORS AND BOARD COMMITTEES

    All directors hold office until the next annual meeting of the  stockholders
of  the Company  and until  their successors are  elected and  qualified. In the
fiscal year ended January  29, 1994, the Board  of Directors held six  meetings.
The  Board  of  Directors  has established  audit,  compensation  and litigation
committees to  devote  attention  to  specific matters  and  to  assist  in  the
discharge  of its responsibilities. The Board  has no nominating committee. Each
director attended  at least  75% of  the Board  meetings and  meetings of  Board
committees  that  he  or  she  was eligible  to  attend.  The  functions  of the
committees, their current  members and the  number of meetings  held during  the
year are described below:

    AUDIT  COMMITTEE.    The  Board-appointed Audit  Committee  consists  of Dr.
Penbera, and Messrs. Ruiz and Woodward.  The Audit Committee's functions are  to
(1)  receive  from, and  review with,  the  independent auditors  such auditors'
report on the Company's annual audited financial statements, (2) review with the
independent auditors  the scope  of the  succeeding annual  audit and  quarterly
review  procedures, (3)  nominate the independent  auditors to  be selected each
year by the  Board, (4)  review consulting  services rendered  by the  Company's
independent  accountants  and  evaluate  the possible  effect  on  the auditors'
independence of  performing  such  services,  (5)  ascertain  the  existence  of
adequate internal accounting and control systems, (6) review with management and
the Company's independent auditors current and emerging accounting and financial
reporting  requirements and practices affecting the Company and (7) evaluate the
qualifications and performance of the Company's internal audit staff and oversee
and support the audit staff's functions. The Audit Committee formally met eleven
times during 1993.

    COMPENSATION COMMITTEE.  The Board-appointed Compensation Committee consists
of Dr.  Penbera  and  Messrs.  Ruiz,  Woodward  and  Gutmann.  The  Compensation
Committee  determines or  reviews and  passes upon  management's recommendations
with respect  to  (1)  executive  compensation,  (2)  bonuses,  (3)  contractual
obligations  relating to employment  of officers and  (4) incentive stock awards
and stock  option grants.  The Compensation  Committee formally  met four  times
during 1993.

    LITIGATION  COMMITTEE.  The Board-appointed Litigation Committee consists of
Messrs. Woodward, Ruiz and Gutmann. The  Litigation Committee was formed by  the
Board  of Directors  in August  1993 to  supervise and  coordinate the Company's
response to the  stockholder litigation presently  pending against the  Company.
The  Litigation Committee, which is  comprised entirely of independent directors
who were not members of the Board  of Directors during the period of the  events
that  are the  subject of the  stockholder litigation, has  been delegated final
authority to manage all aspects of  the Company's response to the pending  state
court derivative action and has been charged, subject to the review and approval
of  the full Board,  with responsibility for managing  the Company's response to
the pending state and federal  class actions. The Litigation Committee  formally
met on four occasions during 1993.

COMPENSATION OF DIRECTORS

    Prior  to  August 1993,  directors  who were  not  employees of  the Company
received a director's fee of $1,000 per  meeting of the Board and an  additional
fee  of $1,000 for each committee meeting  held on a separate date. Beginning in
August 1993, the four outside directors who are neither officers of the  Company
nor affiliates of any officers of the Company, began receiving an annual stipend
of  $12,000, payable monthly.  Further, such directors,  together with all other
non-employee directors, received

                                      -4-
<PAGE>
$1,000 for each meeting of the Board and $500 for each committee meeting held on
a separate date. In addition  to such amounts, the  Company paid $20,000 to  Dr.
Penbera,  for his services  as Chairman of  the Audit Committee,  and $2,000 per
month to Mr. Woodward, beginning in October 1993, totalling $8,000 in 1993,  for
his services as Chairman of the Litigation Committee.

COMPLIANCE WITH SECTION 16(A) OF THE EXCHANGE ACT

    Directors  and executive officers of the  Company, as well as persons owning
more than 10%  of the  Company's outstanding shares  of stock,  are required  by
federal  law to  file reports showing  their initial ownership  of the Company's
common stock and any subsequent changes  in such ownership, with the  Securities
and  Exchange Commission (the  "SEC"), the New York  Stock Exchange, the Pacific
Stock Exchange and the Company.

    Based solely on  a review  of the  copies of  such reports  received by  the
Company  and written representations of directors  and executive officers of the
Company, the Company believes that  all such filing requirements were  satisfied
by its directors and executive officers during the year.

CERTAIN LEGAL PROCEEDINGS

    The  Company pled guilty in  July 1992 to certain  criminal charges and paid
certain fines in order to settle all federal criminal matters relating to (i)  a
tax  deduction on the  Company's 1985 federal tax  return (the "VEBA deduction")
and (ii) the reports and registration  statements filed by the Company with  the
SEC.  The  U.S.  Attorney's  investigation  relating  to  that  matter  has been
discontinued and  the Company's  Chairman and  Chief Executive  Officer,  Joseph
Levy, is no longer a target of that investigation.

    The  Company and  certain of the  Company's present and  former officers and
directors are parties to three civil lawsuits related to the VEBA deduction  and
the  Company's guilty pleas. The same law firm represents the plaintiffs in each
of the three lawsuits:

    PONDER V.  GOTTSCHALKS (Superior  Court of  California, County  of  Fresno),
    which  was filed  on April  30, 1993 and  purports to  be a  class action on
    behalf  of  the  named  plaintiffs  and  others  similarly  situated,  seeks
    rescission  of  the plaintiffs'  purchases of  common stock  and unspecified
    money damages,  including compensatory,  special  and punitive  damages  and
    attorneys'  fees, based, in part, upon alleged misrepresentations regarding,
    among other matters, the  VEBA deduction, in  the Company's public  reports.
    The  defendants in this action include, in  addition to the Company, Ernst &
    Young, the  Company's  former  auditors,  certain  former  officers  of  the
    Company,  certain former consultants to  the Company, Joseph Levy, currently
    Chairman and  Chief  Executive Officer  of  the Company,  and  Gerald  Blum,
    currently Vice Chairman of the Board of the Company.

    ANNONI  V.  GOTTSCHALKS  (United  States  District  Court  for  the Northern
    District of California), which was filed on July 15, 1993 and purports to be
    a federal  class  action  on  behalf of  the  named  plaintiffs  and  others
    similarly  situated,  is based  upon the  same  allegations, names  the same
    defendants and seeks similar relief as the above-described state court class
    action.

    PONDER V. ERNST &  YOUNG (Superior Court of  California, County of  Fresno),
    which  was filed on May 11, 1993, is a derivative action purportedly brought
    on behalf of the Company  against a number of  the same defendants named  in
    the  state  and  federal  class  actions  and  seeks  to  recover  from such
    defendants on behalf of the Company  the money damages alleged to have  been
    suffered  by the  Company as a  result of  the matters alleged  in the class
    actions. The amounts sought on behalf of

                                      -5-
<PAGE>
    the Company include fines, penalties, legal and accounting fees paid by  the
    Company, a return of salaries, bonuses and profits derived by the defendants
    from the Company, punitive damages, defense costs and attorneys fees.

         SECURITY OWNERSHIP OF CERTAIN BENEFICIAL OWNERS AND MANAGEMENT

    The  following  table  sets forth  as  of  May 12,  1994,  the  Common Stock
beneficially owned by each director and executive officer, individually, and all
directors and executive officers, as a group, as well as the name and address of
each person  known to  the  Company to  beneficially own  more  than 5%  of  the
Company's Common Stock.

<TABLE>
<CAPTION>
                                                                     Amount and Nature of
                                                                   Beneficial Ownership (1)
                                                         ---------------------------------------------
                                                                             Currently
                                                                            Exercisable      Total as
                                Present Position            Shares of          Stock        Percent Of
         Name                   With the Company         Common Stock(#)   Options(#)(2)     Class(3)
- - -----------------------  ------------------------------  ---------------   --------------   ----------
<S>                      <C>                             <C>               <C>              <C>
Joseph W. Levy           Chairman and Chief Executive    1,471,406(4)(9)       20,123         14.3%
P.O. Box 28920           Officer
Fresno, CA 93729-8920
Gerald H. Blum           Vice Chairman of the Board      1,743,829(5)(9)       20,123         16.9%
P.O. Box 28920           and Consultant
Fresno, CA 93729-8920
Karen L. Blum            Director                           50,200(6)(9)            0         *
Bret W. Levy             Vice President, Credit and        310,286(7)(9)            0          3.0%
                         Customer Services and Director
Sharon Levy              Director                                0(8)(9)            0         *
Joseph J. Penbera        Director                            2,000                  0         *
Frederick R. Ruiz        Director                            5,550                  0         *
O. James Woodward III    Director                            1,250                  0         *
Max Gutmann              Director                            1,000                  0         *
Stephen J. Furst         President, Chief Operating              0              5,000         *
                         Officer and Director
Gary L. Gladding         Executive Vice President,           2,291             25,000         *
                         General Merchandise Manager
Michael J. Schmidt       Senior Vice President,              3,481             15,000         *
                         Director of Stores
Government of Singapore                                    558,200(10)              0          5.3%
Investment Corporation Pte. Ltd.
250 North Bridge Road, #33-00
Raffles City Tower
Singapore 0617
Directors and Executive Officers as a Group (13          3,591,293             90,246         35.0%
Persons)
</TABLE>

                                      -6-
<PAGE>

<TABLE>
<S>   <C>
<FN>
- - ----------------------
  *   Less than 1%.
 (1)  Unless as otherwise indicated, (i) beneficial ownership is direct and (ii)
      the  person indicated has sole voting and investment power over the shares
      of Common Stock indicated.
 (2)  Shares that may be acquired pursuant to options exercisable within 60 days
      of May 12, 1994.
 (3)  Assumes that only those options of  the particular person or group  listed
      that  are exercisable within 60  days of May 12,  1994 have been exercised
      and no others.
 (4)  Does not include  the aggregate of  998,300 shares held  by Joseph  Levy's
      adult  children, Jody Levy-Schlesinger, Felicia  Levy-Weston and Bret Levy
      and their spouses and  children, over which  shares Joseph Levy  disclaims
      beneficial  ownership; and  does not  include 580,000  shares beneficially
      owned as a beneficiary of the trust established by the Will of Gertrude H.
      Klein.
 (5)  Includes an aggregate of 1,160,000 shares beneficially owned as trustee of
      the trust established by the Will  of Gertrude H. Klein (as a  beneficiary
      of  such trust, Joseph Levy may also be deemed to be a beneficial owner of
      580,000 of the shares). Includes 9,600 shares owned by the children of Mr.
      Blum and his wife  for which Mr.  Blum serves as  custodian, and does  not
      include  50,200  shares held  by Mr.  Blum's wife,  Karen Blum,  and other
      shares owned by  Mr. Blum's  adult children,  over which  shares Mr.  Blum
      disclaims beneficial ownership.
 (6)  Excludes shares held by Mr. Blum as custodian for Mrs. Blum's minor son.
 (7)  Does not include 8,400 shares owned by Bret Levy's spouse.
 (8) Sharon  Levy shares beneficial ownership of the shares attributed to Joseph
     Levy, her husband, as community property.
 (9) Joseph Levy,  Gerald Blum,  Karen  Blum, Bret  Levy  and Sharon  Levy  have
     entered  into a  Voting Agreement  with the  Company providing  that if the
     Company's motion to  assume control of  the pending stockholder  derivative
     action  is granted, then such stockholders  will thereafter vote the shares
     over which they  exercise voting control  in favor of  the election to  the
     Board  of Directors  of those  outside directors  currently serving  on the
     Litigation Committee in  the same proportions  as the votes  cast by  other
     stockholders,  until  such  time  as none  of  such  individuals  are named
     defendants in such  lawsuit, or  until January 31,  2004, whichever  occurs
     first.  The  foregoing  stockholders voluntarily  entered  into  the Voting
     Agreement in order to ensure the independence of the Litigation Committee.
(10) The information  with respect  to the  Government of  Singapore  Investment
     Corporation,  Pte.  Ltd.  was reported  on  a  Schedule 13-G  filed  by the
     Government of Singapore Investment  Corporation Pte. Ltd.  with the SEC  on
     October  8, 1993, a  copy of which  was received by  the Company and relied
     upon in making this disclosure.
</TABLE>

    As of May 12, 1994,  other than as indicated above,  there was no person  or
group  known by the  Company to own  beneficially more than  five percent of the
outstanding common stock of the Company.

                                      -7-
<PAGE>
                             EXECUTIVE COMPENSATION

COMPENSATION OF EXECUTIVE OFFICERS

    SUMMARY  COMPENSATION. The materials set  forth below contain information on
certain cash and non-cash compensation provided to the Company's Chief Executive
Officer and to the  four other executive  officers of the  Company who were  the
most  highly compensated  executive officers  for fiscal  year 1993  (the "Named
Officers").

                           SUMMARY COMPENSATION TABLE

<TABLE>
<CAPTION>
                                                                   Long-Term
                                                                 Compensation
                                                                    Awards
                                                                ---------------
                                    Annual Compensation           Securities             All
         Name and            ---------------------------------    Underlying            Other
    Principal Position         Year       Salary       Bonus      Options(#)     Compensation($)(1)
- - ---------------------------  ---------  -----------  ---------  ---------------  -------------------
<S>                          <C>        <C>          <C>        <C>              <C>
                               1993     $ 239,526(4) $       0             0          $   2,730
Joseph W. Levy
                               1992       331,346            0             0              4,577
Chairman & Chief
                               1991       307,440      165,701             0              4,444
Executive Officer
                               1993     $ 297,360(4) $       0             0          $   3,002
Gerald H. Blum(2)
                               1992       333,321            0             0              4,577
Vice Chairman of the
                               1991       307,440      165,701             0              4,444
Board & Consultant
                               1993     $ 110,846(4) $       0        20,000          $       0
Stephen J. Furst(3)
                               1992             0            0             0                  0
President, Chief
                               1991             0            0             0                  0
Operating Officer &
Director
                               1993     $ 240,443(4) $       0             0          $   2,446
Gary L. Gladding
                               1992       243,101            0             0              4,577
Executive Vice
                               1991       228,265       41,425        25,000              4,444
President & General
Merchandise Manager
                               1993     $ 162,973(4) $  10,000             0          $   1,757
Michael J. Schmidt
                               1992       153,869            0             0              3,577
Senior Vice President,
                               1991       141,000       25,000        15,000              3,527
Director of Stores
<FN>
- - ----------------------
(1)   Represents contributions by the Company to the Gottschalks Inc. Retirement
      Savings Plan on behalf of the Named Officer.
(2)   Mr. Blum  relinquished  his position  as  President and  as  an  executive
      officer  of  the  Company  effective November  1993  and  became  the Vice
      Chairman of  the  Board of  Directors  of the  Company  as of  that  date.
      Pursuant  to a Consulting Agreement between  Mr. Blum and the Company, Mr.
      Blum will continue to provide  certain consulting services to the  Company
      for the period of May 1994 through March 1999.
(3)   Mr.  Furst  joined  the  Company as  Executive  Vice  President  and Chief
      Operating Officer in July  1993 and became  President and Chief  Operating
      Officer  in November 1993.  He became a  director of the  Company in March
      1994. Accordingly,  the base  salary presented  for the  1993 fiscal  year
      represents compensation for a partial year.
</TABLE>

                                      -8-
<PAGE>
<TABLE>
<S>   <C>
(4)   Mr.  Levy took a voluntary reduction to  his base salary of 10% during the
      period of March through  May 1993 and an  additional 30% reduction  during
      the  period of June 1993  through January 1994. Mr.  Blum took a voluntary
      reduction to  his base  salary of  10%  during the  period of  March  1993
      through January 1994. The remaining Named Officers took a salary reduction
      of  4% along with all salaried employees  of the Company during the period
      of August 1993 through January 1994.
</TABLE>

    OPTION GRANTS.  Shown below is  information with respect to grants of  stock
options   during  the  last  fiscal  year  under  the  Company's  1986  Employee
Nonqualified Stock Option Plan. No grants were made during the last fiscal  year
under the 1986 Employee Incentive Stock Option Plan.

                       OPTION GRANTS IN FISCAL YEAR 1993

<TABLE>
<CAPTION>
                                                                                   Potential Realizable
                                           Individual Grants                         Value at Assumed
                       ----------------------------------------------------------    Annual Rates of
                        Number of                                                      Stock Price
                       Securities   Percent of Total                                 Appreciation for
                       Underlying    Options Granted     Exercise                      Option Term
                         Options     to Employees in     Price Per    Expiration   --------------------
        Name           Granted (#)     Fiscal Year     ($/Share)(1)      Date        5%($)     10%($)
- - ---------------------  -----------  -----------------  -------------  -----------  ---------  ---------
<S>                    <C>          <C>                <C>            <C>          <C>        <C>
Stephen J. Furst           20,000             50%        $    9.88       12/8/98   $  54,543  $ 120,637
<FN>
- - ----------------------
(1)   Represents  the fair market  value of the Company's  Common Stock based on
      its closing price  on the New  York Stock Exchange  and the Pacific  Stock
      Exchange as of the date of the grant of the options.
</TABLE>

    OPTION  EXERCISES.  Shown below is  information with respect to the exercise
of stock options during the last fiscal year by the Named Officers and the value
of unexercised options held  by each of them  as of the end  of the last  fiscal
year.

               AGGREGATE OPTION EXERCISES IN FISCAL YEAR 1993 AND
                         FISCAL YEAR-END OPTION VALUES

<TABLE>
<CAPTION>
                                                                      Number of
                                                                     Securities
                                                                     Underlying
                                                                     Unexercised     Value of Unexercised
                                                                  Options at Fiscal  In-the-Money Options
                                                                      Year-End       at Fiscal Year-End(1)
                                                                  -----------------  ---------------------
                                                                    Exercisable/         Exercisable/
                              Shares Acquired  Value Realized($)  Unexercisable (#)    Unexercisable ($)
                              ---------------  -----------------  -----------------  ---------------------
<S>                           <C>              <C>                <C>                <C>
Joseph W. Levy                           0         $       0             20,123/0                  0
Gerald H. Blum                           0                 0             20,123/0                  0
Stephen J. Furst                         0                 0         5,000/15,000                  0
Gary L. Gladding                         0                 0             25,000/0                  0
Michael J. Schmidt                       0                 0             15,000/0                  0
<FN>
- - ----------------------
(1)   The  exercise price of the  options range from $9.88  to $14.00 per share.
      Based on a closing price  of $8.25 for the  Company's common stock on  the
      New  York Stock Exchange and the Pacific  Stock Exchange as of January 29,
      1994, the unexercised options were out-of-the-money at fiscal year end.
</TABLE>

                                      -9-
<PAGE>
EMPLOYMENT AND SEVERANCE AGREEMENTS

    The Company has employment  agreements with several  of its Named  Officers.
Messrs.  Levy's and Blum's employment agreements, which expire February 1, 1995,
currently provide for  an annual  base salary of  not less  than $321,000,  with
annual increases of not less than 7% of the prior year's base salary, and annual
bonuses  equal  to  2%  of  pre-tax net  income  before  executive  bonuses. Mr.
Gladding's employment agreement, which expires February 1, 1995, provides for an
annual base salary of not less than $243,000, with annual increases of not  less
than  7% of the prior year's base salary, and an annual bonus of 1/2% of pre-tax
net income before executive bonuses.  Mr. Schmidt's employment agreement,  which
expires  June 1, 1995, currently provides for  an annual base salary of not less
than $154,000, with annual  increases of not  less than 7%  of the prior  year's
base  salary,  and  discretionary  bonuses.  All  of  the  Named  Officers  took
reductions in  their base  salaries  during the  period  of March  1993  through
January  1994.  In  addition,  each of  these  officers  voluntarily  waived the
automatic annual increase  to his base  salary for 1993  otherwise provided  for
pursuant  to his employment agreement. In the event of death or termination as a
result of  disability, each  of  these employment  agreements provides  for  the
payment  of the officer's base salary and bonus for one year following the month
of such  death or  disability.  Under certain  other circumstances,  other  than
voluntary  termination or termination for cause,  the agreements provide for the
payment of  base  salary and  bonus  for the  remainder  of the  contract  term.
Accordingly,  these agreements may result in continuing payments to the officers
in the event of a change of control or termination of the officer's  employment.
Messrs.  Levy and Blum  also have Wage Continuation  Agreements with the Company
which provide for payments, upon disability or death, of $3,750 per month  until
December  31, 1995. As  discussed more fully  in the Report  of the Compensation
Committee contained in  this Proxy Statement,  these employment agreements  have
been  cancelled at  the termination of  their current  terms in 1995  and may be
terminated earlier  in  connection  with the  implementation  of  the  Company's
performance-based  bonus  plan. Mr.  Furst has  a  Severance Agreement  with the
Company that provides for the payment of six months' base salary to Mr. Furst in
the event he  is terminated  by the  Company other  than for  misconduct or  for
cause.

CERTAIN RELATIONSHIPS AND RELATED TRANSACTIONS

    The  Company  contemplates entering  into  a consulting  agreement  with Mr.
Gerald Blum in the second  quarter of 1994. While  the terms of such  consulting
agreement  have not yet been finalized,  the Company currently contemplates that
such agreement will provide for an annual salary of $200,000 for not less than 5
years, as  well  as an  annual  office  allowance and  continuation  of  certain
insurance coverage.

    The  Company extended a loan to Mr. Charles M. Kill, who was Vice President,
Finance and Corporate Controller  of the Company from  December 1992 to  October
1993,  to facilitate Mr.  Kill's relocation to  the Fresno area.  The loan bears
interest at  the prime  rate, and  is due  upon the  sale of  Mr. Kill's  former
residence.  The amount of Mr. Kill's indebtedness  as of May 1, 1994 was $75,000
plus accrued interest. In conjunction  with Mr. Kill's resignation, the  Company
agreed  to  forgive  $25,000  of  this loan.  The  largest  aggregate  amount of
indebtedness outstanding at any time since the beginning of the fiscal year  was
$100,000.

                                      -10-
<PAGE>
         REPORT OF THE COMPENSATION COMMITTEE ON EXECUTIVE COMPENSATION

    The  policy of the Compensation Committee of  the Board of Directors is that
the compensation of the executives of the Company should be closely related both
to  the  Company's  overall  financial  performance  and  to  each   executive's
individual  performance. In addition, annual  compensation paid to the Company's
executive officers should be  limited to amounts that  are tax deductible  under
present  law. In  furtherance of  these policies,  during 1993  the Compensation
Committee retained Deloitte & Touche to advise it regarding the development  and
implementation  of a performance-based bonus plan. As a result, the Compensation
Committee adopted  the Gottschalks  Inc. Executive  Bonus Plan  (the  "Executive
Bonus Plan"), which it expects to fully implement during 1994.

    Senior  executive officers employed by the  Company prior to 1992, including
the Chief Executive Officer, were compensated during 1993 in accordance with the
terms of  preexisting  written  employment  agreements.  Those  agreements  were
entered  into, in most cases,  in 1986 or 1987  and provide for automatic annual
increases in base salary and generally provide for a bonus based on a percentage
of the Company's pre-tax net income.

    Inasmuch as the  Company had  no pre-tax  net income  in 1993,  none of  the
senior  executive officers received or were  awarded any bonus during 1993 under
the terms of  their employment  agreements or  otherwise (other  than a  $10,000
discretionary  bonus paid to  Mr. Schmidt relating to  the prior year). Although
the bonus formulas included in  such contracts provide the Company's  executives
with  an incentive to increase the Company's profits, the Compensation Committee
believes that  the  terms  of  such  agreements  do  not  sufficiently  link  an
executive's  compensation  to either  individual  performance, or  the Company's
overall  results.  Accordingly,  in  April  1993  the  Board,  acting  upon  the
recommendation   of  the   Compensation  Committee,   cancelled  the  employment
agreements of Mr. Levy, the Company's Chairman, and Mr. Blum, then the Company's
President  and  Chief  Operating  Officer,  effective  February  1,  1995   (the
termination  date of  the current terms  of those agreements),  and directed Mr.
Levy, as  Chairman,  similarly  to  cancel  the  employment  agreements  of  the
remaining  senior executive officers  at the expiration of  their terms in 1995.
The Compensation Committee recommended the adoption of the Executive Bonus  Plan
in  consideration for  such officers' consent  to the  immediate cancellation of
their current employment agreements.

    Compensation for other officers and managers of the Company was paid  during
1993 based upon an evaluation of such individuals' performance, responsibilities
and  the level of  compensation of similarly positioned  managers at the Company
and its competitors. Bonuses in the aggregate amount of $474,000 were paid to 87
store managers  and merchandising  personnel of  the Company  during 1993  based
primarily  upon the performance of the particular individual's unit, department,
division or store.

    The Executive Bonus Plan will be in effect for 1994 and provides for a bonus
pool to be  divided on a  pro rata basis  (based on base  salary) among the  key
executives  of the Company. The  amount allocated to the  bonus pool will be the
percentage of the  Company's operating  profit for a  fiscal year  equal to  the
quotient  obtained  by  dividing  operating  profit  by  total  sales; provided,
however, that no bonuses will be paid if pre-tax profit before unusual items  is
less than 2% of total sales.

    No  member  of the  current Compensation  Committee is  a former  or current
officer or employee of the Company or any of its subsidiaries, or is employed by
a company  whose board  of directors  includes  a member  of management  of  the
Company.

O. James Woodward III, Chairman    Max Gutmann    Joseph J. Penbera    Frederick
                                    R. Ruiz

                                      -11-
<PAGE>
                            STOCK PRICE PERFORMANCE

    The graph below compares the cumulative total return of the Company's common
stock  with the cumulative total  return of (i) the S&P  500 Index and (ii) four
companies described in  the footnote  to the  graph. The  comparison covers  the
five-year  period from the last  trading day prior to  the beginning of the 1989
fiscal year to the last trading day prior to the beginning of the Company's 1994
fiscal year and assumes that $100 was invested at the beginning of the period in
the Company's common  stock and  in each of  the foregoing  indices and  assumes
reinvestment of dividends.

    The past performance shown for the Company's common stock is not necessarily
indicative of future performance.

                    GOTTSCHALKS INC. STOCK PRICE PERFORMANCE
              FIVE YEAR CUMULATIVE TOTAL STOCKHOLDERS' RETURN (1)

EDGAR REPRESENTATION OF DATA POINTS USED IN PRINTED GRAPHIC
<TABLE>
<S>        <C>              <C>        <C>
               Gottschalks
                      Inc.    S&P 500   Peer Group
1989                   100        100          100
1990                 82.35     114.46       100.07
1991                 109.8     124.07         67.8
1992                148.04     152.22        86.08
1993                 74.51     168.33        59.97
1994                 65.69        190         50.2
</TABLE>

- - ----------------------
(1)  Assumes $100 is invested on January 31, 1989 in the Company's common stock,
    the S&P 500 Index and a composite index, weighted by market  capitalization,
    of the following four companies: Bon-Ton Stores, Inc., Crowley Milner & Co.,
    Jacobson Stores, Inc., and Lamonts Apparel, Inc. The dollar amounts shown at
    each  year-end  are as  of the  last trading  day  prior to  the end  of the
    Company's fiscal year.

                                      -12-
<PAGE>
                    PROPOSAL TO APPROVE THE GOTTSCHALKS INC.
                 1994 KEY EMPLOYEE INCENTIVE STOCK OPTION PLAN

    The Gottschalks  Inc. 1994  Key Employee  Incentive Stock  Option Plan  (the
"1994  Incentive Stock Option Plan") was adopted by the Board of Directors as of
March 18, 1994, subject  to stockholder approval. A  copy of the 1994  Incentive
Stock  Option Plan is attached  hereto as Exhibit A.  At the Annual Meeting, the
stockholders will be asked to consider and adopt a proposal to approve the  1994
Incentive Stock Option Plan.

REASONS FOR AND PRINCIPAL EFFECTS OF THE 1994 INCENTIVE STOCK OPTION PLAN

    The  1994 Incentive Stock Option Plan is intended to promote and advance the
interests of  the  Company by  providing  key  employees of  the  Company  added
incentive to continue in the service of the Company and an increased interest in
the  future success of its operations. The  Board of Directors believes that key
employees who have  an investment in  the Company  are more likely  to meet  and
exceed  performance  goals. The  Board of  Directors  is also  of the  view that
adoption of the 1994  Incentive Stock Option Plan  would enhance the ability  of
the  Company to  attract and  retain qualified  individuals as  employees of the
Company.

DESCRIPTION OF THE 1994 INCENTIVE STOCK OPTION PLAN

    The following discussion is subject to  the detailed provisions of the  1994
Incentive Stock Option Plan and is qualified in its entirety by reference to the
1994  Incentive Stock Option Plan, a copy of which is included herein as Exhibit
A.

    The 1994 Incentive Stock Option Plan provides for the granting of options to
key employees of the Company  or any of its  subsidiaries to purchase shares  of
the  Company's  Common  Stock. Approximately  75  employees of  the  Company are
presently eligible to participate in the  1994 Incentive Stock Option Plan.  The
options  granted  under the  1994 Incentive  Stock Option  Plan are  intended to
qualify as "incentive stock options" as  defined in Section 422 of the  Internal
Revenue Code of 1986, as amended (the "Code"). Options for the purchase of up to
an  aggregate of 500,000 shares are available for grant under the 1994 Incentive
Stock Option Plan.

    The  1994  Incentive  Stock  Option   Plan  will  be  administered  by   the
Compensation Committee of the Board of Directors. The Compensation Committee has
full  authority, subject  to the provisions  of the 1994  Incentive Stock Option
Plan, to determine the  key employees who will  receive options under the  Plan,
the timing of such option grants, the number and purchase price of the shares of
Common Stock to be subject to each such option, the date or dates upon which the
options may be exercised, and the other terms of each option.

    The exercise price at which shares of Common Stock may be purchased pursuant
to  an option granted under the 1994 Incentive Stock Option Plan may not be less
than 100% of  the fair market  value of such  shares on the  date the option  is
granted.  Additionally, in the case of options granted to a person who owns more
than 10% of the voting stock of the Company, the exercise price may not be  less
than  110% of the fair market  value of such shares on  the date of grant. As of
May 12, 1994, the closing price of Common Stock as quoted on the New York  Stock
Exchange  was $11.50 per  share. Options granted under  the 1994 Incentive Stock
Option Plan will be of such duration as specified by the Compensation Committee,
provided that no such option may be  exercised after ten years from the date  of
grant (or five

                                      -13-
<PAGE>
years  in the case of an optionee holding  more than 10% of the Company's voting
stock). The options are not  transferable by an optionee,  except by will or  by
the  laws of descent and distribution, and, during the lifetime of the optionee,
are exercisable only by such optionee.  The maximum number of shares upon  which
options  may be granted to any one optionee in a year is 25,000 shares of Common
Stock. Subject to the  limitations of the Plan,  the other terms and  conditions
applicable  to  each  option generally  may  be determined  by  the Compensation
Committee at the time of grant.

    If an optionee dies or becomes  disabled while employed by the Company,  the
optionee  (if  such optionee  is  disabled) or  the  optionee's estate  (if such
optionee is deceased) would have one year  from the date of death or  disability
to  exercise outstanding options  granted under the  1994 Incentive Stock Option
Plan, provided  such options  were exercisable  at  the time  of such  death  or
disability  and that the date  of exercise would otherwise  be within the option
period. If the  optionee is terminated  for cause, then  the options  previously
granted  to the optionee will expire  immediately, unless such optionee is party
to an employment  agreement with  the Company  that provides  otherwise. If  the
employment  of the optionee terminates for  any other reason, such optionee will
have 90 days  from the date  of termination to  exercise such options,  provided
such  options were exercisable at  the time of termination  and that the date of
exercise would otherwise be within the option period.

    The 1994  Incentive  Stock Option  Plan  contains provisions  providing  for
adjustment  of  the  number  of  shares  available  for  option  and  subject to
unexercised options in the  event of stock splits,  dividends payable in  common
stock,   combinations  or  certain  other  events.  In  the  event  the  Company
liquidates, dissolves,  sells substantially  all of  its assets  or is  not  the
surviving  corporation  in a  merger  or consolidation  or  80% or  more  of the
Company's voting stock is acquired by  another corporation or person, then  each
optionee will have the right to exercise his or her options, whether or not such
options  are exercisable  in the ordinary  course of events,  unless a surviving
corporation to such transaction  assumes or replaces  such options. Each  option
will  be evidenced by a written agreement  between the Company and the optionee,
incorporating the terms and conditions of the 1994 Incentive Stock Option Plan.

    The Board may from time to time amend, modify, suspend or terminate the 1994
Incentive Stock Option Plan, but no such amendment, modification, suspension  or
termination  may (a) impair  any rights under  options theretofore granted under
the 1994 Incentive Stock Option Plan or (b) be made without the approval of  the
stockholders  of the Company if such amendment would (i) change the total number
of shares of  the Company's Common  Stock which  may be granted  under the  1994
Incentive  Stock Option Plan or  the maximum number of  shares for which options
may be granted to  any optionee in  a year, (ii) change  the designation of  the
class  of employees  eligible to  receive options,  (iii) decrease  the exercise
price of options (other than in accordance with the antidilution provisions), or
(iv) constitute  a material  amendment,  including a  material increase  in  the
benefits  accruing to optionees under the 1994  Incentive Stock Option Plan or a
material modification as to eligibility for participation in the Plan.

    The 1994 Incentive Stock Option Plan will expire on March 18, 2004.

                                      -14-
<PAGE>
FEDERAL INCOME TAX CONSEQUENCES

    An  optionee will not recognize income  for federal income tax purposes upon
the grant or  the exercise of  an incentive  stock option pursuant  to the  1994
Incentive  Stock Option Plan. The basis of shares issued to an optionee pursuant
to the exercise of  an incentive stock  option will be the  price paid for  such
shares.  If the  optionee holds  shares issued  pursuant to  the exercise  of an
incentive stock option for at least one year after the issuance of the shares to
the optionee and  two years after  the grant  of the option,  the optionee  will
recognize  capital  gain or  loss  upon the  sale of  such  shares equal  to the
difference between the  amount realized  on such  sale and  the exercise  price.
Generally,  if  the shares  are  not held  for  that period,  the  optionee will
recognize ordinary income upon disposition in  an amount equal to the excess  of
the  fair market  value of the  shares on the  date of exercise  over the option
price of such shares  or, if less  (and if the disposition  is a transaction  in
which loss, if any, will be recognized), the gain on disposition. Any additional
gain realized by the optionee upon such disposition will be a capital gain.

    The excess of the fair market value of the shares received upon the exercise
of an incentive stock option over the option price for such shares is an item of
adjustment for the optionee for purposes of the alternative minimum tax.

    The Company is not entitled to a deduction upon the exercise of an incentive
stock option by an optionee. If, however, the optionee disposes of the shares of
stock  received pursuant to  such exercise prior  to the expiration  of one year
following the issuance  of the shares  to the  optionee or two  years after  the
grant  of the  option, the Company  may deduct  an amount equal  to the ordinary
income recognized by  the optionee upon  disposition of the  shares at the  time
such income is recognized by the optionee.

GRANTS TO EXECUTIVE OFFICERS AND DIRECTORS AND INTEREST OF CERTAIN PERSONS IN
MATTERS TO BE ACTED UPON

    The Compensation Committee has full discretion to determine the total amount
of  stock option awards that will be made each year, as well as the amount to be
awarded to each employee (subject to certain annual maximum amounts set forth in
the Plan), under  the 1994  Incentive Stock Option  Plan. Therefore,  it is  not
possible  at this time to  determine the level of awards  which will be made for
any particular individual or  group under the 1994  Incentive Stock Option  Plan
and  a  table setting  forth  such new  plan  benefits is  not  included herein.
Management expects that if the 1994 Incentive Stock Option Plan is approved, the
Compensation Committee will grant options to executive officers of the Company.

RECOMMENDATION

    THE BOARD OF DIRECTORS UNANIMOUSLY RECOMMENDS THAT THE STOCKHOLDERS VOTE FOR
ADOPTION OF THE 1994 INCENTIVE STOCK OPTION PLAN.

                                      -15-
<PAGE>
                    PROPOSAL TO APPROVE THE GOTTSCHALKS INC.
                  1994 DIRECTOR NONQUALIFIED STOCK OPTION PLAN

    The Gottschalks Inc. 1994 Director Nonqualified Stock Option Plan (the "1994
Nonqualified Stock Option Plan")  was approved by the  Board of Directors as  of
March 18, 1994, subject to stockholder approval. A copy of the 1994 Nonqualified
Stock  Option Plan is attached  hereto as Exhibit B.  At the Annual Meeting, the
stockholders will be asked to consider and adopt a proposal to approve the  1994
Nonqualified Stock Option Plan.

REASONS FOR AND PRINCIPAL EFFECTS OF THE 1994 NONQUALIFIED STOCK OPTION PLAN

    The  1994 Nonqualified Stock Option Plan  is intended to promote and advance
the interests of the Company by providing non-employee directors added incentive
to continue in  the service of  the Company and  a more direct  interest in  the
future  success of  its operations. The  1994 Nonqualified Stock  Option Plan is
also intended to enhance the ability of  the Company to attract and retain  well
qualified individuals as outside directors.

DESCRIPTION OF THE 1994 NONQUALIFIED STOCK OPTION PLAN

    The  following discussion is subject to  the detailed provisions of the 1994
Nonqualified Stock Option Plan and is qualified in its entirety by reference  to
the  1994 Nonqualified Stock Option Plan, a  copy of which is included herein as
Exhibit B.

    Under the 1994 Nonqualified Stock Option Plan each non-employee director  of
the  Company  (other than  Mrs. Levy  or Mrs.  Blum) will  receive an  option to
purchase 5,000 shares of Common Stock on the later of thirty days following  the
date  of approval of the 1994 Nonqualified Stock Option Plan by the stockholders
of the Company or the date of his  or her first election to the Board. All  four
of  the Company's non-employee directors other than  Mrs. Levy and Mrs. Blum are
eligible to participate in the 1994 Nonqualified Stock Option Plan. Options  for
the  purchase of  up to an  aggregate of  50,000 shares are  available for grant
under the 1994 Nonqualified Stock Option Plan.

    The price at which each share covered by an option may be purchased shall be
the reported closing sales price per share of the Company's Common Stock on  the
date the option is granted as reported on the New York Stock Exchange. As of May
12,  1994, such price  was $11.50 per  share. Twenty-five percent  (25%) of each
non-employee  director's  options   first  become  exercisable   at  the   first
anniversary  of  the  grant  date  of  such  option,  an  additional  25% become
exercisable at  each  succeeding  anniversary,  and  the  option  becomes  fully
exercisable on the fourth anniversary of the grant date. The period within which
a  non-employee director's  option may  be exercised  ends ten  years after such
grant date, unless  ended sooner  due to termination  of service  or death.  The
options  are not transferable other  than by will or by  the laws of descent and
distribution  and,  during  the  lifetime  of  the  non-employee  director,  are
exercisable only by such non-employee director.

    If the tenure of a non-employee director terminates due to such non-employee
director's  disability  or  death, such  non-employee  director, or  his  or her
estate, would have one year from the date of disability or death to exercise the
option, provided that such option had been exercisable at the time of disability
or death and  that the date  of exercise  would otherwise be  within the  option
period. If the tenure

                                      -16-
<PAGE>
of  the non-employee director terminates for any  other reason, he would have 90
days from the  date of termination  to exercise the  option, provided that  such
option  had been exercisable at the time of his termination and that the date of
exercise would otherwise be within the option period.

    The Board may from time to time amend, modify, suspend or terminate the 1994
Nonqualified Stock Option Plan, but no such amendment, modification,  suspension
or  termination shall  (a) impair any  rights under  options theretofore granted
under the  1994  Nonqualified Stock  Option  Plan or  (b)  be made  without  the
approval  of the stockholders of the Company  if such amendment would (i) change
the total number of shares  of the Company's Common  Stock which may be  granted
under  the 1994 Nonqualified Stock  Option Plan or the  maximum number of shares
for which options  may be granted  to any optionee  in a year,  (ii) change  the
designation  of  the  class  of employees  eligible  to  receive  options, (iii)
decrease the  exercise price  of  options (other  than  in accordance  with  the
antidilution  provisions), or (iv) constitute  a material amendment, including a
material  increase  in  the  benefits  accruing  to  optionees  under  the  1994
Nonqualified  Stock Option Plan or a material modification as to eligibility for
participation in the Plan.

    The Plan further provides that the provisions of the 1994 Nonqualified Stock
Option Plan which  govern the number  of options to  be awarded to  non-employee
directors,  the number of  shares of Common  Stock to be  covered by each option
granted to a non-employee director, the exercise price per share under each such
option, when and under what circumstances  each such option will be granted  and
the  period within which each such option may be exercised, shall not be amended
more than once every six months (even with stockholder approval), other than  to
conform  to changes  in the  Code or the  rules promulgated  thereunder, and the
Employee Retirement  Income Security  Act  of 1974,  as  amended, or  the  rules
promulgated thereunder.

    The  1994 Nonqualified Stock  Option Plan contains  provisions providing for
adjustment of  the  number  of  shares  available  for  option  and  subject  to
unexercised  options in the  event of stock splits,  dividends payable in common
stock,  combinations  or  certain  other  events.  In  the  event  the   Company
liquidates,  dissolves,  sells substantially  all of  its assets  or is  not the
surviving corporation  in  a merger  or  consolidation or  80%  or more  of  the
Company's  voting stock is acquired by  another corporation or person, then each
optionee will have the right to exercise his or her options, whether or not such
options are exercisable  in the ordinary  course of events,  unless a  surviving
corporation  to such transaction  assumes or replaces  such options. Each option
will be evidenced by a written  agreement between the Company and the  optionee,
incorporating  the terms  and conditions of  the 1994  Nonqualified Stock Option
Plan.

    The 1994  Nonqualified  Stock  Option  Plan  will  be  administered  by  the
Compensation  Committee. The Committee has no  authority, discretion or power to
select the non-employee  directors who  will receive options,  to determine  the
number  of shares to be  covered by each such option,  to set the exercise price
per share  subject  to  each such  option,  to  determine when  and  under  what
circumstances  each such option will be granted  or the period within which each
such option  may  be  exercised, or  to  alter  any other  terms  or  conditions
specified   in  the  1994  Nonqualified  Stock   Option  Plan  with  respect  to
non-employee  directors,  except  in  the   sense  of  administering  the   1994
Nonqualified Stock Option Plan subject to the express provisions of such Plan.

    The 1994 Nonqualified Stock Option Plan will expire on May 23, 2004.

                                      -17-
<PAGE>
FEDERAL INCOME TAX CONSEQUENCES

    All  options  granted  under the  1994  Nonqualified Stock  Option  Plan are
nonqualified options not entitled to special tax treatment under Section 422  of
the  Code. An optionee will not recognize income for federal income tax purposes
upon the grant of a nonqualified stock option pursuant to the 1994  Nonqualified
Stock  Option  Plan.  Upon the  exercise  of  a nonqualified  stock  option, the
optionee will recognize ordinary income in an amount equal to the excess of  the
fair market value of the shares received on the date of exercise over the option
price for such shares.

    The  Company will  be allowed  a deduction equal  to the  amount of ordinary
income recognized by the  optionee due to the  exercise of a nonqualified  stock
option at the time of such recognition by the optionee.

    The  basis of  shares issued to  an optionee  pursuant to the  exercise of a
nonqualified stock option will be the price paid for such shares plus an  amount
equal  to any income recognized  by the optionee as a  result of the exercise of
such option. If an optionee thereafter sells shares acquired upon exercise of  a
nonqualified stock option, the optionee will recognize capital gain or loss upon
such  sale equal to the difference between  the amount realized on such sale and
the basis of such shares.

GRANTS TO EXECUTIVE OFFICERS AND DIRECTORS AND INTEREST OF CERTAIN PERSONS IN
MATTERS TO BE ACTED UPON

    The numbers of stock options and shares covered by such stock options  which
the  current non-employee directors  of the Company will  receive under the 1994
Nonqualified Stock Option Plan are as set forth in the following table:

<TABLE>
<CAPTION>
                                            NEW PLAN BENEFITS                          1994 Nonqualified
                                                                                        Director Stock
                                                                                          Option Plan
                                                                                      -------------------
         Name                                     Position                              Number of Units
- - -----------------------  -----------------------------------------------------------  -------------------
<S>                      <C>                                                          <C>
Joseph W. Levy           Chairman and Chief Executive Officer                                      0
Gerald H. Blum           Vice Chairman of the Board and Consultant                                 0
Stephen J. Furst         President, Chief Operating Officer and Director                           0
Gary L. Gladding         Executive Vice President and General Merchandise Manager                  0
Michael J. Schmidt       Senior Vice President, Director of Stores                                 0
Karen L. Blum            Director                                                                  0
Bret W. Levy             Vice President, Credit and Customer Services and Director                 0
Sharon Levy              Director                                                                  0
Joseph J. Penbera        Director                                                              5,000
Frederick R. Ruiz        Director                                                              5,000
O. James Woodward III    Director                                                              5,000
Max Gutmann              Director                                                              5,000
Executive Group                                                                                    0
Non-Executive Director
 Group                                                                                        20,000
Non-Executive Officer
 Employee Group                                                                                    0
</TABLE>

RECOMMENDATION

    THE BOARD OF DIRECTORS UNANIMOUSLY RECOMMENDS THAT THE STOCKHOLDERS VOTE FOR
ADOPTION OF THE 1994 NONQUALIFIED STOCK OPTION PLAN.

                                      -18-
<PAGE>
                                 OTHER MATTERS

VOTING PROCEDURES AND REQUIRED VOTE

    A majority of the Company's outstanding shares of Common Stock as of May 12,
1994 must be represented in  person or by proxy to  constitute a quorum for  the
Annual  Meeting. All shares represented in person or by proxy, regardless of the
nature of  the vote,  the indication  of abstention  or the  absence of  a  vote
indication,  including broker non-votes, will be counted to determine the number
of shares represented at the meeting.

    The election of directors shall be  determined by a plurality of votes  cast
and,  therefore, only votes for  or against a candidate,  and not abstentions or
broker non-votes, are relevant to the outcome. The proposals for the approval of
the 1994 Incentive Plan and the  approval of the 1994 Nonqualified Stock  Option
Plan  each require the  affirmative vote of  a majority of  the shares of Common
Stock present in person  or by proxy  and entitled to vote  on such proposal  in
order for such approval to be granted. Abstentions will have the effect of votes
against  such proposals and broker non-votes will have no effect on the approval
of such proposals.

INDEPENDENT AUDITORS

    The Company's  Audit Committee  elected  to replace  Ernst  & Young  as  its
independent  auditors and principal accountants and  engage Deloitte & Touche as
such effective October 21, 1992. There were no disagreements with Ernst &  Young
as  to accounting and  financial disclosure matters. Ernst  & Young's report for
the preceding fiscal year did not contain an adverse opinion or a disclaimer  of
opinion  nor was it  qualified or modified  as to uncertainties,  audit scope or
accounting principles during  the preceding  fiscal year or  during the  interim
period to October 21, 1992. Representatives of Deloitte & Touche are expected to
be present at the Annual Meeting of Stockholders and will be available to answer
appropriate  questions and to  make any statement  they may desire.  While it is
presently anticipated  that Deloitte  & Touche  will continue  to serve  as  the
Company's  independent auditors during 1994, and in that capacity will report on
the Company's 1994 annual financial statements, the Audit Committee reserves the
right to select different independent auditors at any time.

STOCKHOLDER PROPOSALS

    In order for stockholder proposals  for the Annual Stockholders' Meeting  to
be  held on or about June 22, 1995 to be eligible for inclusion in the Company's
Proxy Statement for that meeting,  they must be received  by the Company at  its
principal  office at 7 River Park Place East, Fresno, California 93720, prior to
January 23, 1995 and  must comply with all  legal requirements for inclusion  of
such proposals.

ANNUAL REPORT TO STOCKHOLDERS AND FORM 10-K

    Financial  statements are  not made part  of this  Proxy Statement. However,
financial statements reported  upon by  Deloitte &  Touche are  included in  the
Annual  Report to Stockholders for fiscal year  1993 which is enclosed with this
Proxy Statement or was previously mailed  to stockholders. The Annual Report  is
not  to be regarded as proxy soliciting  material or as a communication by means
of which any solicitation is made.

                                      -19-
<PAGE>
    The Company's Annual Report on Form 10-K for fiscal year 1993, as filed with
the SEC, will be provided without charge to any stockholder who requests it from
Alan A. Weinstein, the Company's Senior Vice President/Chief Financial  Officer,
7 River Park Place East, Fresno, CA 92720. The exhibits to that report will also
be provided upon request and payment of costs of reproduction.

OTHER BUSINESS

    The  Board of  Directors of  the Company  knows of  no other  business to be
presented at the  Annual Meeting. However,  if any other  matters properly  come
before the meeting, it is the intention of the persons named in the accompanying
proxy  to vote pursuant to the proxies in accordance with their judgment on such
matters.

                            ------------------------

    It is  important that  all proxies  be forwarded  promptly in  order that  a
quorum may be present at the meeting.

    We  respectfully request you to sign, date and return the accompanying proxy
at your earliest convenience.

                                          By Order of the Board of Directors,

                                          Joseph W. Levy
                                          Chairman and Chief Executive Officer

May 24, 1994

                                      -20-
<PAGE>
                                   EXHIBIT A
                                GOTTSCHALKS INC.
                 1994 KEY EMPLOYEE INCENTIVE STOCK OPTION PLAN

    1.  PURPOSE.  This Gottschalks Inc. 1994 Key Employee Incentive Stock Option
Plan  (the  "Plan") is  intended as  an  incentive for,  and to  encourage stock
ownership by,  key  employees  of  Gottschalks  Inc.  (the  "Company"),  or  any
Affiliate  (as used herein, the term, "Affiliate" means any parent or subsidiary
corporation of the Company within the meaning  of Section 424(e) and (f) of  the
Internal  Revenue Code of 1986, as amended (the "Code")), so that such employees
may increase their interest in the success  of the Company as an equity  holder,
and  to encourage them to remain in the  employ of the Company or any Affiliate.
It is intended  that each  option granted  under this  Plan will  qualify as  an
"incentive stock option" within the meaning of Section 422(b) of the Code.

    2.   ADMINISTRATION.   The  Plan shall  be administered  by the Compensation
Committee of  the Board  of  Directors of  the  Company (the  "Committee").  The
interpretation  and construction by the Committee  of any provisions of the Plan
or of  any option  granted  under it  shall be  final.  The Committee  shall  be
composed  of no less than three (3) persons who shall be members of the Board of
Directors of the Company (the "Board"). Each member of the Committee shall be  a
"disinterested person" for purposes of the Code and Rule 16b-3 of the Securities
and Exchange Commission under the Securities and Exchange Act of 1934 (the "1934
Act")  (or any successor provision at the  time in effect). No director shall be
liable for any action or  determination made in good  faith with respect to  the
Plan or any option granted under it.

    With  respect to persons subject to Section 16 of the 1934 Act, transactions
under this Plan are  intended to comply with  all applicable conditions of  Rule
16b-3  or any  successor rule  or rules under  the 1934  Act. To  the extent any
provision of this  Plan or  action by  the Committee or  the Board  fails to  so
comply,  such provision or action  shall be deemed null  and void, to the extent
permitted by law and deemed advisable by the Committee or the Board.

    3.   ELIGIBILITY.   The Committee  shall  determine from  time to  time  the
persons  who shall receive options hereunder and  the number of shares of Common
Stock (hereinafter defined) subject to such options; provided, however,  options
may  be granted hereunder only to persons who, at the time of the grant thereof,
are key employees of the Company or any Affiliate, and no options may be granted
to any non-employee members of the Board.

    4.   STOCK.   The  stock subject  to  the options  shall  be shares  of  the
Company's  authorized but unissued  or reacquired Common  Stock, par value $0.01
per share (the  "Common Stock").  The aggregate number  of shares  which may  be
issued under options granted pursuant to this Plan shall not exceed five hundred
thousand  (500,000) shares  of Common Stock.  The maximum number  of shares upon
which options may  be granted  to any  optionee in  any calendar  year shall  be
twenty-five   thousand  (25,000)   shares  of  Common   Stock.  The  limitations
established by each of the preceding sentences shall be subject to adjustment as
provided in Section 5(h) of this Plan.

    5.  TERMS AND CONDITIONS OF OPTIONS.  The stock options granted pursuant  to
the  Plan  shall be  authorized by  the Committee  and shall  be evidenced  by a
written stock option agreement, which

                                      A-1
<PAGE>
agreement shall be  entered into by  the Company  and the optionee  to whom  the
option  is granted, and which agreement shall include, incorporate or conform to
the following terms  and conditions,  and such  other terms  and conditions  not
inconsistent  therewith or  with the  terms and conditions  of this  Plan as the
Committee considers appropriate in each case:

        (a)  OPTIONEE'S  AGREEMENT.   As consideration  for the  granting of  an
    option  under the Plan, each optionee must agree to use his best efforts for
    the benefit of the Company during  his tenure of employment, but nothing  in
    the  Plan or agreement shall be deemed to  limit the right of the Company to
    terminate any optionee's employment at any time for or without cause.

        (b)  NUMBER  OF SHARES.   The option  shall state the  number of  shares
    which it covers. The aggregate fair market value (determined at the time the
    option  is  granted) of  the shares  with respect  to which  incentive stock
    options are  exercisable for  the  first time  by  any optionee  during  any
    calendar  year under this Plan (and under  all other plans of the Company or
    any Affiliate) shall not exceed $100,000,  and/or any other limit as may  be
    prescribed  by the  Code from  time to time.  To the  extent incentive stock
    options granted to any optionee become exercisable in any calendar year into
    shares with  an aggregate  fair market  value (determined  at the  time  the
    option  is granted) which exceeds this  limit, such options shall be treated
    as non-qualified stock options.

        (c)  OPTION PRICE.  The option shall state the option price, which shall
    be not less than 100% of the fair market value of each share of Common Stock
    on the date  of the grant  of the  option or, if  the optionee,  immediately
    before  such option is granted, owns (within the meaning of Sections 422 and
    424 of the Code) stock possessing more  than ten percent (10%) of the  total
    combined  voting  power  of all  classes  of  stock of  the  Company  or any
    Affiliate (a "10%  Stockholder"), shall  be not  less than  one hundred  ten
    percent (110%) of the fair market value of each share of Common Stock on the
    date  of the grant of the option. For the purposes of this Plan, and as used
    herein, the "fair market value"  of a share of  Common Stock is the  closing
    sales  price on the date  in question (or, if there  was no reported sale on
    such date, on the last preceding day on which any reported sale occurred) of
    the Common Stock on the New York Stock Exchange.

        (d)  MEDIUM AND  TIME OF PAYMENTS.   The option  price shall be  payable
    upon  the exercise of the option in cash  or by check. Exercise of an option
    shall not be  effective until  the Company  has received  written notice  of
    exercise, specifying the number of whole shares to be purchased, accompanied
    by  payment in full of the aggregate  exercise price of the number of shares
    to be purchased. The Company shall not in any case be required to issue  and
    sell a fractional share of stock.

        (e)  TERM AND EXERCISE OF OPTIONS.  Except as provided in Sections 5(f),
    (g)  and (h),  the period of  time within  which an option  may be exercised
    shall be such  period of time  specified in the  option agreement,  provided
    that  such period shall in no event extend past the tenth anniversary of the
    date the  option was  granted (or  the fifth  anniversary if  granted to  an
    employee who is a 10% Stockholder). During the period within which an option
    is  exercisable, it shall  be exercisable only in  accordance with the terms
    specified  in  the  option  agreement.  Anything  herein  to  the   contrary

                                      A-2
<PAGE>
    notwithstanding, on the tenth anniversary of the date the option was granted
    (or  on  the  fifth anniversary  if  granted to  an  employee who  is  a 10%
    Stockholder), it shall expire and be void with respect to any shares subject
    thereto which have not been theretofore purchased.

        (f)  TERMINATION OF EMPLOYMENT EXCEPT  FOR DEATH OR DISABILITY.  In  the
    event  that the  optionee shall cease  to be  employed by the  Company or an
    Affiliate for any reason other than for cause or by reason of the optionee's
    death or disability (within the meaning of Section 22(e)(3) of the Code), an
    option granted hereunder, to the  extent not then exercisable in  accordance
    with its terms, shall terminate and be without further effect. To the extent
    the  option  is exercisable  on  the date  of  such termination,  it  may be
    exercised by  the  optionee  within the  ninety-day  period  following  such
    termination,  subject  however  to the  condition  that no  option  shall be
    exercisable after the expiration of ten years from the date such option  was
    granted  or such shorter period  as may be provided  in the option agreement
    pursuant to  Section  5(e)  hereof,  and such  option,  to  the  extent  not
    exercised  within said ninety-day period, shall in all events terminate upon
    the expiration  of  said  ninety-day period.  Whether  authorized  leave  of
    absence or absence due to military or governmental services shall constitute
    termination  of employment, for the purpose of the Plan, shall be determined
    by the Committee, which determination shall be final and conclusive.

        Notwithstanding any  other provisions  set  forth in  the Plan,  if  the
    optionee  is terminated for cause, the stock options granted to the optionee
    pursuant to the  Plan shall expire  immediately, provided that  if there  is
    outstanding,  at  the time  of cessation  or  termination of  employment, an
    employment  agreement  between  the  optionee  and  the  Company  and   said
    employment  agreement  contains  provisions for  termination  of employment,
    provisions in  the  employment agreement  shall  govern termination  of  the
    option.  Termination for cause shall  include termination for malfeasance or
    gross misfeasance in the performance of duties or conviction of a felony  or
    any  conduct intentionally detrimental to the interests of the Company or an
    Affiliate, or any other cause specified in any employment agreement  between
    the  Company and the  optionee, and in  any event, the  determination of the
    Committee or Board with respect thereto shall be final and conclusive.

        (g)  DEATH OR  DISABILITY OF OPTIONEE  AND TRANSFER OF  OPTION.  If  the
    optionee  shall cease to be employed by  the Company or any Affiliate due to
    his death or disability, within the meaning of Section 22(e)(3) of the Code,
    while in  the employ  of the  Company  or an  Affiliate, an  option  granted
    hereunder,  to the extent not then exercisable in accordance with its terms,
    shall terminate and be without further  effect. To the extent the option  is
    exercisable  on the day of  death or disability, it  may be exercised at any
    time within one year  after the optionee's death  or disability (subject  to
    the  condition that no  option shall be exercisable  after the expiration of
    ten years from the date  such option was granted  or such shorter period  as
    may  be provided  in the  option agreement  in accordance  with Section 5(e)
    hereof) by the optionee (or his or her guardian or legal representative)  if
    he  has become disabled while in the  employ of the Company or an Affiliate,
    or if he shall die  while in the employ of  the Company or an Affiliate,  by
    the executors or administrators of the optionee's estate or by any person or
    persons  who shall  have acquired the  option directly from  the optionee by
    bequest or inheritance, and such option, to the extent not exercised  within
    said  one year period, shall in all  events terminate upon the expiration of
    such one year period.

                                      A-3
<PAGE>
        (h)  ADJUSTMENTS.   If there  shall be  any change in  the Common  Stock
    through  merger,  consolidation,  recapitalization,  reincorporation,  stock
    split, stock  dividend, or  other change  in the  capital structure  of  the
    Company,  that event shall simultaneously, and without any further action by
    the Committee, cause appropriate adjustments to be made in (a) the number of
    shares subject to, and the exercise  price of, outstanding options in  order
    to  preserve, but  not to  increase, the benefits  of the  optionee, so that
    immediately after such event each  optionee shall be entitled, upon  payment
    to  the Company of the aggregate amount  of money provided in the option, to
    receive that number  of shares  of Common Stock  or other  property that  he
    would  have received if he had exercised  the option in full (without regard
    to any  provisions  relating  to  the dates  on  which  the  option  becomes
    exercisable)  immediately prior to such event;  and (b) the aggregate number
    of shares of Common Stock subject to this Plan.

        PROVIDED,  HOWEVER,  that  subject  to   any  required  action  by   the
    stockholders  of  the Company,  if there  shall be  a Terminating  Event (as
    hereinafter defined), each optionee shall  have the right immediately  prior
    to  such  Terminating  Event  to  exercise his  options  to  the  extent not
    theretofore exercised,  whether or  not  they are  then exercisable  in  the
    ordinary  course of  events, unless  there is  a surviving  corporation or a
    parent or subsidiary corporation thereof that shall assume (with appropriate
    changes) the  outstanding  options  or  replace them  with  new  options  of
    comparable   value.  The  Company  shall   give  reasonable  notice  of  any
    Terminating Event. Twenty  (20) days  after the  date such  notice is  sent,
    every  option or any  portion thereof outstanding  hereunder shall thereupon
    terminate, unless there is a surviving corporation or a parent or subsidiary
    corporation  thereof  that  shall  assume  (with  appropriate  changes)  the
    outstanding  options or replace  them with new  options of comparable value.
    Notwithstanding the foregoing, a merger effected solely for the purposes  of
    reincorporating  the Company in a jurisdiction  other than that in which the
    Company is then incorporated shall not be subject to the provisions of  this
    paragraph;  provided  that  all  outstanding  options  are  assumed  by  the
    surviving corporation.

        For purposes  of  this  Plan,  "Terminating  Event"  shall  mean  (1)  a
    dissolution  or liquidation of the Company;  (2) the Company's not being the
    surviving corporation in  any merger, consolidation  or reorganization;  (3)
    acquisition   of  eighty  percent  (80%)  or  more  of  the  Company's  then
    outstanding voting  stock  by another  corporation  or person;  or  (4)  the
    Company's  sale of substantially  all of its assets  and property to another
    corporation or person. For purposes of this Plan, if an optionee shall cease
    to be  employed by  the Company  at the  same time  as the  occurrence of  a
    Terminating  Event, the Terminating  Event shall be  deemed to have occurred
    immediately prior to  the time such  optionee ceases to  be employed by  the
    Company.

        (i)  RIGHTS AS A STOCKHOLDER.  An optionee (or his successor in interest
    if he be deceased) shall have no rights as a stockholder with respect to any
    shares  covered by  his option  until the  date of  the issuance  of a stock
    certificate to  him  for  such  shares. No  adjustment  shall  be  made  for
    dividends  (ordinary or extraordinary, whether  in cash, securities or other
    property) or distributions  or other  rights for  which the  record date  is
    prior  to the date such  stock certificate is issued,  except as provided in
    Section 5(h) hereof.

        (j)  MODIFICATION,  EXTENSION AND RENEWAL  OF OPTIONS.   Subject to  the
    terms  and  conditions  of  and  within the  limitations  of  the  Plan, the
    Committee may modify, extend or renew outstanding

                                      A-4
<PAGE>
    options granted under the Plan.  Notwithstanding the foregoing, however,  no
    modification  of an option shall, without the consent of the optionee, alter
    or impair any  rights or  obligations under any  option theretofore  granted
    under the Plan.

        (k)   INVESTMENT  PURPOSE.  Each  optionee receiving  an option pursuant
    hereto must represent that any shares purchased pursuant to the option  will
    be  or are acquired for  his own account for investment  and not with a view
    to, or for offer or  sale in connection with,  the distribution of any  such
    shares; provided, however, that such representation need not be given if (i)
    the  shares to be subject to such option to be granted to such optionee have
    been registered  under the  Securities Act  of 1933  ("Securities Act")  and
    registered  or  qualified,  as  the  case  may  be,  under  applicable state
    securities laws  or  (ii)  counsel  to  the  Company  determines  that  such
    registration  is not  necessary for  purposes of  compliance with applicable
    federal and state securities laws. Prior to the purchase of shares of Common
    Stock upon exercise of  an option, or any  part thereof, the optionee  shall
    give  such  further  representations of  an  investment or  other  nature as
    reasonably required  by  the Company  in  order to  comply  with  applicable
    federal  and state  securities laws. Furthermore,  nothing herein  or in any
    option granted hereunder shall require the Company to issue any shares  upon
    exercise of any option if such issuance would, in the opinion of counsel for
    the  Company,  constitute a  violation of  the Securities  Act or  any other
    applicable statute  or  regulation  then in  effect.  Nothing  herein  shall
    prohibit  the optionee from using any shares acquired pursuant to any option
    granted hereunder as  collateral or  security for  any debt,  loan or  other
    obligation.

        (l)   OTHER PROVISIONS.  The option agreements authorized under the Plan
    shall  contain  such  other   provisions,  including,  without   limitation,
    restrictions  upon the exercise  of the option, as  the Committee shall deem
    advisable. The stock  option agreement  shall contain  such limitations  and
    restrictions upon the exercise of the option to which it relates as shall be
    necessary  for the option  to which such agreement  relates to constitute an
    incentive stock option within the meaning of Section 422(b) of the Code.

        (m)  ASSIGNABILITY.   No option  shall be transferable  by the  optionee
    other  than by  will or the  laws of  descent and distribution  and shall be
    exercisable during the lifetime of the optionee only by the optionee or,  if
    the optionee is legally incompetent, by the optionee's legal representative.

    6.     INDEMNIFICATION.    Each  director  ("Indemnified  Party")  shall  be
indemnified by the Company against all costs and reasonable expenses,  including
attorneys'  fees,  incurred  by  him  in connection  with  any  action,  suit or
proceeding, or in connection with any appeal thereof, to which he may be a party
by reason of any action taken or failure to act under or in connection with  the
Plan  or any  option granted  hereunder, and  against all  amounts paid  by such
Indemnified Party in settlement thereof (provided such settlement is approved by
independent legal counsel selected by the  Company) or paid by such  Indemnified
Party  in satisfaction  of a  judgment in any  such action,  suit or proceeding,
provided that  within 60  days after  institution of  any such  action, suit  or
proceeding  such  Indemnified  Party  shall in  writing  offer  the  Company the
opportunity, at its  own expense, to  handle and defend  the same; and  provided
further,   however,   anything   contained   in  the   Plan   to   the  contrary
notwithstanding, there shall be no  indemnification of an Indemnified Party  who
is    adjudged    by    a    court    of    competent    jurisdiction    to   be

                                      A-5
<PAGE>
guilty of, or liable for, willful misconduct, gross neglect of duty, or criminal
acts. The foregoing rights of indemnification shall be in addition to such other
rights of indemnification as an Indemnified Party may have as a director of  the
Company.

    7.   AMENDMENT AND TERMINATION  OF THE PLAN.   If not sooner terminated, the
Plan shall terminate automatically on the date that is ten (10) years  following
the Effective Date. No options may be granted hereunder after the termination of
the Plan.

    The  Board may, from time to time, amend the Plan in any respect whatsoever;
provided, however, that without the approval of the stockholders of the Company,
no such amendment (i) shall change the number of shares of Common Stock  subject
to the Plan or the maximum number of shares upon which options may be granted to
any optionee in any calendar year (other than as provided in Section 5(h)), (ii)
shall  change  the designation  of the  class of  employees eligible  to receive
options, (iii) shall decrease the price at which options may be granted, or (iv)
may be a material amendment of the Plan, within the meaning of Rule 16b-3  under
the  1934 Act (or any successor provision  at the time in effect), including any
amendment which would materially increase the benefits accruing to  participants
under  the  Plan or  materially modify  the requirements  as to  eligibility for
participation in the Plan; and, provided further, no termination or amendment of
the Plan  shall adversely  affect the  rights of  an optionee  under an  option,
except  with the consent  of such optionee.  The Board may,  with respect to any
shares at the time not subject to options, suspend, discontinue or terminate the
Plan.

    8.  NO  OBLIGATION TO  EXERCISE OPTION.   The  granting of  an option  shall
impose no obligation upon the optionee to exercise such option.

    9.   APPLICATION OF  FUNDS.  The  proceeds received by  the Company from the
sale of shares pursuant to options will be used for general corporate purposes.

    10.  GOVERNING LAW.  All questions arising with respect to the provisions of
the Plan shall be determined by application of the laws of the State of Delaware
except to the extent Delaware law is preempted by federal statute.

    11.  DATE PLAN  IS EFFECTIVE.   The Plan shall become  effective, as of  the
date  of  its adoption  by the  Board, when  it  has been  duly approved  by the
stockholders of the Company at a meeting of the stockholders of the Company duly
held in accordance with  applicable law within twelve  months after the date  of
adoption  of the Plan by the Board (the "Effective Date"). If the Plan is not so
approved, the Plan  shall terminate and  any option granted  hereunder shall  be
null and void.

                                      A-6
<PAGE>
                                   EXHIBIT B
                                GOTTSCHALKS INC.
                  1994 DIRECTOR NONQUALIFIED STOCK OPTION PLAN
                           FOR NON-EMPLOYEE DIRECTORS

    1.   PURPOSE.  This Gottschalks Inc. 1994 Director Nonqualified Stock Option
Plan for Non-Employee Directors (the "Plan")  is intended to provide to each  of
the  directors of  Gottschalks Inc.  (the "Company") who  is not  also either an
employee or an officer of the Company added incentive to continue in the service
of the  Company,  and a  more  direct interest  in  the future  success  of  the
operations  of  the Company,  by granting  to such  persons options  to purchase
shares of the Company's  Common Stock (as defined  below), subject to the  terms
and  conditions described  below. The options  granted under this  Plan shall be
options that are not qualified as  "incentive stock options" within the  meaning
of  Section  422(b) of  the  Internal Revenue  Code  of 1986,  as  amended, (the
"Code").

    2.  ADMINISTRATION.   The  Plan shall  be administered  by the  Compensation
Committee  of the Board of Directors  of the Company (the "Committee"). However,
the Committee  shall  have no  authority,  discretion  or power  to  select  the
non-employee directors who will receive options, determine the time at which the
non-employee director will receive options, determine the exercise price of such
options  or set the number of  shares to be covered by  each option granted to a
non-employee director.  The Committee  shall have  no authority,  discretion  or
power to set the period within which the options so granted may be exercised, or
to  alter any other terms or conditions specified herein, except in the sense of
administering the Plan subject to the express provisions of the Plan and  except
in accordance with Section 7 hereof.

    Subject to the foregoing limitations, the Committee shall have authority and
power  to adopt such rules  and regulations and to take  such action as it shall
consider necessary  or advisable  for the  administration of  the Plan,  and  to
construe,  interpret and  administer the  Plan. The  decisions of  the Committee
relating to  the  Plan  shall  be  final  and  binding  upon  the  Company,  the
non-employee  directors,  as such  term is  hereinafter  defined, and  all other
persons. No member of  the Committee or  the Board of  Directors of the  Company
(the "Board") shall incur any liability by reason of any action or determination
made  in  good faith  with respect  to the  Plan or  any stock  option agreement
entered into pursuant to the Plan. No director shall be liable for any action or
determination made in good faith with respect to the Plan or any option  granted
under it.

    With  respect to persons subject to Section 16 of the 1934 Act, transactions
under this Plan are  intended to comply with  all applicable conditions of  Rule
16b-3  or any  successor rule  or rules under  the 1934  Act. To  the extent any
provision of this Plan or action by  the Committee or Board fails to so  comply,
such  provision or action shall be deemed null and void, to the extent permitted
by law and deemed advisable by the Committee or Board.

    3.    ELIGIBILITY.    For  purposes  of  this  Plan  and  as  used   herein,
"non-employee  director" shall mean  an individual who (a)  is now, or hereafter
becomes, a member of the Board by  virtue of an election by the stockholders  of
the  Company, (b) is neither  an employee nor an officer  of the Company and (c)
has not elected  to decline  to participate  in the  Plan pursuant  to the  next
succeeding  sentence. Notwithstanding any other provision of this Plan, the term
non-employee director shall specifically exclude Mrs. Sharon Levy and Mrs. Karen
L. Blum, and Mrs.  Levy and Mrs.  Blum are not eligible  to participate in  this
Plan. A

                                      B-1
<PAGE>
director  otherwise eligible to participate in the Plan may make an irrevocable,
one-time election, by  written notice to  the Company within  30 days after  his
initial  election to the Board or, in the case of the directors in office on the
Effective Date (as defined  in Section 11), within  30 days after the  Effective
Date, to decline to participate in the Plan.

    For  purposes of  this Plan  and as  used herein,  "employee" shall  mean an
individual whose wages are subject to  the withholding of federal income tax  by
the  Company  under  Section 3401  of  the  Code, and  "officer"  shall  mean an
individual elected or appointed by the Board  or chosen in such other manner  as
may be prescribed in the Bylaws of the Company to serve as such.

    4.    STOCK.   The  stock subject  to  the options  shall  be shares  of the
Company's authorized but unissued  or reacquired Common  Stock, par value  $0.01
per  share (the  "Common Stock").  The aggregate number  of shares  which may be
issued under  options granted  pursuant  to this  Plan  shall not  exceed  fifty
thousand  (50,000) shares  of Common Stock.  The limitations  established by the
preceding sentences shall be subject to  adjustment as provided in Section  5(h)
of this Plan.

    5.   TERMS AND CONDITIONS  OF OPTIONS.  Each  non-employee director shall be
granted options  to  purchase Common  Stock  under the  Plan  on the  terms  and
conditions   herein  described.  Each  option  granted   under  the  Plan  to  a
non-employee director shall be  evidenced by a  written stock option  agreement,
which  agreement  shall be  entered  into by  the  Company and  the non-employee
director to  whom the  option is  granted, and  which agreement  shall  include,
incorporate  or conform  to the following  terms and conditions,  and such other
terms and conditions not inconsistent therewith or with the terms and conditions
of this Plan as the Committee considers appropriate in each case:

        (a)   NON-EMPLOYEE  DIRECTOR'S  AGREEMENT.   As  consideration  for  the
    granting of an option under the Plan, each non-employee director shall agree
    to  service as a director  of the Company, at  the pleasure of the Company's
    stockholders.

        (b)   GRANT  DATE  AND NUMBER  OF  SHARES.   Options  shall  be  granted
    initially  as  of thirty  (30)  days following  the  Effective Date  to each
    existing non-employee director  serving the  Company as a  director on  such
    date. Thereafter, options shall be granted automatically to new non-employee
    directors serving the Company as directors on the date such new non-employee
    directors begin serving the Company as directors, subject to the limitations
    described in this Section 5(b) below.

        Each  non-employee director  serving the  Company as  a director  on the
    Effective Date shall be granted, as  of thirty days following the  Effective
    Date,  an option to purchase 5,000 shares of Common Stock. On the date a new
    non-employee director  begins  serving  the  Company  as  a  director,  such
    non-employee director shall be granted an option to purchase 5,000 shares of
    Common Stock.

        (c)  OPTION PRICE.  The option shall state the option price, which shall
    be  100% of the fair market value of  each share of Common Stock on the date
    of the grant  of the  option. For  the purposes of  this Plan,  and as  used
    herein,  the "fair market value"  of a share of  Common Stock is the closing
    sales price on the date  in question (or, if there  was no reported sale  on
    such date, on the last preceding day on which any reported sale occurred) of
    the Common Stock on the New York Stock Exchange.

                                      B-2
<PAGE>
        (d)   MEDIUM AND  TIME OF PAYMENTS.   The option  price shall be payable
    upon the exercise of the option in  cash or by check. Exercise of an  option
    shall  not be  effective until  the Company  has received  written notice of
    exercise, specifying the number of whole shares to be purchased, accompanied
    by payment in full of the aggregate  exercise price of the number of  shares
    to  be purchased. The Company shall not in any case be required to issue and
    sell a fractional  share of stock.  In addition to  the foregoing,  promptly
    after  demand by the Company, the exercising non-employee director shall pay
    to the Company an amount equal to applicable withholding taxes, if any,  due
    in connection with such exercise.

        (e)  TERM AND EXERCISE OF OPTIONS.  Except as provided in Sections 5(f),
    (g)  and (h),  the period of  time within  which an option  may be exercised
    shall be such  period of time  specified in the  option agreement,  provided
    that  such period shall in no event extend past the tenth anniversary of the
    date the option  was granted. During  the period within  which an option  is
    exercisable,  it  shall be  exercisable only  in  accordance with  the terms
    specified  in  the  option  agreement.  Anything  herein  to  the   contrary
    notwithstanding,  on  the  tenth  anniversary of  the  date  the  option was
    granted, it shall  expire and  be void with  respect to  any shares  subject
    thereto which have not been theretofore purchased.

        An option granted to a non-employee director pursuant to this Plan shall
    first  become exercisable  in part upon  the first anniversary  of the grant
    date of  the  option;  as  of and  following  such  first  anniversary,  the
    non-employee  director may purchase by exercise  of such option an aggregate
    of up to twenty-five percent (25%) of  the total number of shares of  Common
    Stock  subject to such option; as of and following the second anniversary of
    such grant date, the non-employee director may purchase by exercise of  such
    option up to an aggregate of fifty percent (50%) of the total number of such
    shares  of Common Stock; as  of and following the  third anniversary of such
    grant date,  the non-employee  director  may purchase  by exercise  of  such
    option  up to an aggregate of seventy-five percent (75%) of the total number
    of such shares of Common Stock; in each case calculated to the nearest  full
    share and, in each case, to the extent such number of shares of Common Stock
    subject to such option have not been previously purchased. At any time on or
    after  the fourth anniversary  of the grant  date of such  option, until the
    option expires, such non-employee director may  purchase all or any part  of
    the shares of Common Stock subject to such option which have not theretofore
    been purchased.

        (f)  TERMINATION OF DIRECTORSHIP EXCEPT FOR DEATH OR DISABILITY.  In the
    event that the non-employee director ceases to be a Company director for any
    reason  other than the  non-employee director's death  or disability (within
    the meaning of Section 22(e)(3) of  the Code), an option granted  hereunder,
    to  the  extent not  then exercisable  in accordance  with its  terms, shall
    terminate and  be  without further  effect.  To  the extent  the  option  is
    exercisable  on the  date the non-employee  director ceases to  be a Company
    director, it  may  be exercised  by  the non-employee  director  within  the
    ninety-day  period following the date the non-employee director ceases to be
    a Company director, subject however to the condition that no option shall be
    exercisable after the expiration of ten years from the date such option  was
    granted  or such shorter period  as may be provided  in the option agreement
    pursuant to  Section  5(e)  hereof,  and such  option,  to  the  extent  not
    exercised  within said ninety-day period, shall in all events terminate upon
    the expiration of said ninety-day period.

                                      B-3
<PAGE>
        (g)   DEATH  OR DISABILITY  OF  NON-EMPLOYEE DIRECTOR  AND  TRANSFER  OF
    OPTION.  If the non-employee director ceases to be a Company director due to
    the  death or disability of the non-employee director, within the meaning of
    Section 22(e)(3) of the Code, an option granted hereunder, to the extent not
    then exercisable  in  accordance with  its  terms, shall  terminate  and  be
    without  further effect. To the extent the  option is exercisable on the day
    of death or  disability, it may  be exercised  at any time  within one  year
    after  the  non-employee  director's  death or  disability  (subject  to the
    condition that no option  shall be exercisable after  the expiration of  ten
    years from the date such option was granted or such shorter period as may be
    provided  in the option agreement in accordance with Section 5(e) hereof) by
    the non-employee director (or his  or her guardian or legal  representative)
    if  he has become disabled  while a director of the  Company, or if he shall
    die while a director of the  Company, by the executors or administrators  of
    the  non-employee director's  estate or by  any person or  persons who shall
    have acquired the option directly from the non-employee director by  bequest
    or inheritance, and such option, to the extent not exercised within said one
    year  period, shall in all events terminate  upon the expiration of such one
    year period.

        (h)  ADJUSTMENTS.   If there shall  be any change  in the Common  Stock,
    through  merger,  consolidation,  recapitalization,  reincorporation,  stock
    split, stock  dividend, or  other change  in the  capital structure  of  the
    Company,  that event shall simultaneously, and without any further action by
    the Committee, cause appropriate adjustments to be made in (a) the number of
    shares subject to and the exercise price of, outstanding options in order to
    preserve, but not to increase, the benefits of the non-employee director, so
    that immediately  after  such  event each  non-employee  director  shall  be
    entitled,  upon  payment to  the Company  of the  aggregate amount  of money
    provided in the option, to receive that number of shares of Common Stock  or
    other property that he would have received if he had exercised the option in
    full  (without regard to any  provisions relating to the  dates on which the
    option becomes exercisable)  immediately prior  to such event;  and (b)  the
    aggregate number of shares of Common Stock subject to this Plan.

        PROVIDED,   HOWEVER,  that  subject  to   any  required  action  by  the
    stockholders of  the Company,  if there  shall be  a Terminating  Event  (as
    hereinafter  defined),  each  non-employee  director  shall  have  the right
    immediately prior to such Terminating Event  to exercise his options to  the
    extent  not theretofore exercised, whether or  not they are then exercisable
    in the ordinary course of events, unless there is a surviving corporation or
    a  parent  or  subsidiary  corporation  thereof  that  shall  assume   (with
    appropriate  changes)  the  outstanding  options or  replace  them  with new
    options of comparable  value. The  Company shall give  reasonable notice  to
    each  non-employee director of any Terminating Event. Twenty (20) days after
    the  date  such  notice  is  sent,  every  option  or  any  portion  thereof
    outstanding hereunder shall thereupon terminate, unless there is a surviving
    corporation  or a parent or subsidiary corporation thereof that shall assume
    (with appropriate changes) the outstanding options or replace them with  new
    options  of  comparable  value.  Notwithstanding  the  foregoing,  a  merger
    effected solely  for  the  purposes  of reincorporating  the  Company  in  a
    jurisdiction other than that in which the Company is then incorporated shall
    not  be  subject to  the  provisions of  this  paragraph; provided  that all
    outstanding options are assumed by the surviving corporation.

        For purposes  of  this  Plan,  "Terminating  Event"  shall  mean  (1)  a
    dissolution  or liquidation of the Company;  (2) the Company's not being the
    surviving corporation in any merger, consolidation or

                                      B-4
<PAGE>
    reorganization; (3)  acquisition of  eighty  percent (80%)  or more  of  the
    Company's then outstanding voting stock by another corporation or person; or
    (4)  the Company's sale of  substantially all of its  assets and property to
    another corporation or person. For purposes of this Plan, if a  non-employee
    director shall cease to be a director of the Company at the same time as the
    occurrence  of a Terminating Event, the Terminating Event shall be deemed to
    have occurred  immediately  prior to  the  time such  non-employee  director
    ceases to be a director of the Company.

        (i)  RIGHTS AS A STOCKHOLDER.  A non-employee director (or his successor
    in  interest if he be  deceased) shall have no  rights as a stockholder with
    respect to any shares covered by his  option until the date of the  issuance
    of  a stock certificate to him for  such shares. No adjustment shall be made
    for dividends (ordinary  or extraordinary,  whether in  cash, securities  or
    other  property) or distributions or other  rights for which the record date
    is prior to the date such stock certificate is issued, except as provided in
    Section 5(h) hereof.

        (j)  MODIFICATION,  EXTENSION AND RENEWAL  OF OPTIONS.   Subject to  the
    terms  and  conditions  of  and  within the  limitations  of  the  Plan, the
    Committee may modify, extend or renew outstanding options granted under  the
    Plan.  Notwithstanding the foregoing, however,  no modification of an option
    shall, without the consent of the non-employee director, alter or impair any
    rights or obligations under any option theretofore granted under the Plan.

        (k)  INVESTMENT PURPOSE.  Each non-employee director receiving an option
    pursuant hereto must  represent that  any shares purchased  pursuant to  the
    option  will be or are  acquired for his own  account for investment and not
    with a view to, or for offer or sale in connection with, the distribution of
    any such shares;  provided, however,  that such representation  need not  be
    given  if (i) the shares to be subject  to such option to be granted to such
    non-employee director have been registered under the Securities Act of  1933
    ("Securities  Act") and registered  or qualified, as the  case may be, under
    applicable state securities laws or  (ii) counsel to the Company  determines
    that  such registration  is not  necessary for  purposes of  compliance with
    applicable federal  and state  securities  laws. Prior  to the  purchase  of
    shares  of Common Stock upon exercise of an option, or any part thereof, the
    non-employee  director  shall  give  such  further  representations  of   an
    investment or other nature as reasonably required by the Company in order to
    comply  with  applicable  federal and  state  securities  laws. Furthermore,
    nothing herein or in any option granted hereunder shall require the  Company
    to  issue any shares upon exercise of  any option if such issuance would, in
    the opinion  of counsel  for  the Company,  constitute  a violation  of  the
    Securities Act or any other applicable statute or regulation then in effect.
    Nothing  herein  shall prohibit  the  non-employee director  from  using any
    shares acquired pursuant to  any option granted  hereunder as collateral  or
    security for any debt, loan or other obligation.

        (l)   OTHER PROVISIONS.  The option agreements authorized under the Plan
    shall  contain  such  other   provisions,  including,  without   limitation,
    restrictions  upon the exercise  of the option, as  the Committee shall deem
    advisable.

                                      B-5
<PAGE>
        (m)  ASSIGNABILITY.  No option shall be transferable by the non-employee
    director other than  by will  or the laws  of descent  and distribution  and
    shall  be exercisable during the lifetime  of the non-employee director only
    by the non-employee  director or,  if the non-employee  director is  legally
    incompetent, by the non-employee director's legal representative.

    6.     INDEMNIFICATION.    Each  director  ("Indemnified  Party")  shall  be
indemnified by the Company against all costs and reasonable expenses,  including
attorneys'  fees,  incurred  by  him  in connection  with  any  action,  suit or
proceeding, or in connection with any appeal thereof, to which he may be a party
by reason of any action taken or failure to act under or in connection with  the
Plan  or any  option granted  hereunder, and  against all  amounts paid  by such
Indemnified Party in settlement thereof (provided such settlement is approved by
independent legal counsel selected by the  Company) or paid by such  Indemnified
Party  in satisfaction  of a  judgment in any  such action,  suit or proceeding,
provided that  within 60  days after  institution of  any such  action, suit  or
proceeding  such  Indemnified  Party  shall in  writing  offer  the  Company the
opportunity, at its  own expense, to  handle and defend  the same; and  provided
further,   however,   anything   contained   in  the   Plan   to   the  contrary
notwithstanding, there shall be no  indemnification of an Indemnified Party  who
is adjudged by a court of competent jurisdiction to be guilty of, or liable for,
willful  misconduct,  gross neglect  of duty,  or  criminal acts.  The foregoing
rights of  indemnification  shall  be  in  addition  to  such  other  rights  of
indemnification as an Indemnified Party may have as a director of the Company.

    7.   AMENDMENT AND TERMINATION  OF THE PLAN.   If not sooner terminated, the
Plan shall terminate automatically on the date that is ten (10) years  following
the Effective Date. No options may be granted hereunder after the termination of
the Plan.

    The  Board may, from time to time, amend the Plan in any respect whatsoever;
provided, however, that without the approval of the stockholders of the Company,
no such amendment (i) shall change the number of shares of Common Stock  subject
to the Plan or the maximum number of shares upon which options may be granted to
any  non-employee  director in  any  calendar year  (other  than as  provided in
Section 5(h)),  (ii)  shall change  the  designation  of the  class  of  persons
eligible to receive options, (iii) shall decrease the price at which options may
be  granted, or (iv) may be a material amendment of the Plan, within the meaning
of Rule 16b-3  under the 1934  Act (or any  successor provision at  the time  in
effect),  including any amendment  which would materially  increase the benefits
accruing to participants under the Plan or materially modify the requirements as
to eligibility  for  participation  in  the  Plan;  and,  provided  further,  no
termination  or amendment  of the  Plan shall adversely  affect the  rights of a
non-employee  director  under  an  option,  except  with  the  consent  of  such
non-employee director. The Board may, with respect to any shares at the time not
subject  to options, suspend, discontinue or terminate the Plan. Notwithstanding
any other Plan provision, Sections 5(b) and 5(c) of this Plan may not be amended
more than once every six months except to comport with changes in the Code,  the
Employee Retirement Income Security Act ("ERISA") or rules thereunder.

    8.   NO  OBLIGATION TO  EXERCISE OPTION.   The  granting of  an option shall
impose no obligation upon the non-employee director to exercise such option.

    9.  APPLICATION OF  FUNDS.  The  proceeds received by  the Company from  the
sale of shares pursuant to options will be used for general corporate purposes.

                                      B-6
<PAGE>
    10.  GOVERNING LAW.  All questions arising with respect to the provisions of
the Plan shall be determined by application of the laws of the State of Delaware
except to the extent Delaware law is preempted by federal statute.

    11.  DATE PLAN IS EFFECTIVE.  The Plan shall become effective on the date on
which it is duly approved by the stockholders of the Company at a meeting of the
stockholders  of the Company duly held  in accordance with applicable law within
twelve months  after  the  date of  adoption  of  the Plan  by  the  Board  (the
"Effective Date").

                                      B-7
<PAGE>

PROXY

                               GOTTSCHALKS INC.
                 ANNUAL MEETING OF STOCKHOLDERS, JUNE 23, 1994

   The undersigned hereby appoints Joseph W. Levy, Gerald H. Blum, O. James
Woodward III and each of them, each with full power of substitution, as proxy of
the undersigned to attend the Annual Stockholders Meeting of Gottschalks Inc.,
to be held on June 23, 1994 at 10:00 a.m., and any adjournment thereof, and to
vote the number of shares the undersigned would be entitled to vote if
personally present as follows with respect to the following matters which are
more fully described in the Notice of Annual Meeting of Stockholders and Proxy
Statement, each dated May 24, 1994, receipt of which is hereby acknowledged by
the undersigned.

                          (CONTINUED ON REVERSE SIDE)


<PAGE>

X  PLEASE MARK YOUR CHOICES LIKE THIS

- - --------------
    COMMON

1.  ELECTION OF DIRECTORS.

FOR all nominees listed below except as marked to the contrary    / /

WITHHOLD AUTHORITY to vote for ALL nominees listed below          / /

(INSTRUCTION:  TO WITHHOLD AUTHORITY TO VOTE FOR ANY INDIVIDUAL NOMINEE DRAW A
LINE THROUGH HIS OR HER NAME.)
Joseph W. Levy, Gerald H. Blum, Karen L. Blum, Bret W. Levy, Sharon Levy,
Joseph J. Penbera, Frederick R. Ruiz, O. James Woodward III, Max Gutmann and
Stephen J. Furst

    FOR  / /          AGAINST  / /        ABSTAIN  / /

2.  Proposal to approve the Gottschalks Inc. 1994 Key Employee Incentive Stock
    Option Plan.

3.  Proposal to approve the Gottschalks Inc. 1994 Director Nonqualified Stock
    Option Plan.

4.  Such other matters as may properly come before the meeting or any
    adjournment thereof. As to such other matters the undersigned hereby
    confers discretionary authority.

THIS PROXY WILL BE VOTED AS DIRECTED. IF NO DIRECTION IS MADE, THIS PROXY WILL
BE VOTED FOR EACH OF THE NOMINEES FOR DIRECTOR, FOR THE PROPOSAL TO APPROVE THE
GOTTSCHALKS INC. 1994 KEY EMPLOYEE INCENTIVE STOCK OPTION PLAN AND FOR THE
PROPOSAL TO APPROVE THE GOTTSCHALKS INC. 1994 DIRECTOR NONQUALIFIED STOCK OPTION
PLAN. THIS PROXY IS SOLICITED ON BEHALF OF THE BOARD OF DIRECTORS OF GOTTSCHALKS
INC.

I PLAN TO ATTEND THE MEETING   / /

Signature(s)                                      Dated             , 1994
            ----------------------------------        --------------


NOTE: Please sign exactly as your name is printed. Each joint tenant should
sign. Executives, administrators, trustees or guardians should give full titles
when signing. Please sign, date and return your Proxy promptly in the enclosed
envelope, which requires no postage if mailed in the United States.




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