PIERCING PAGODA INC
DEF 14A, 1996-07-26
JEWELRY STORES
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                                  UNITED STATES
                       SECURITIES AND EXCHANGE COMMISSION
                             Washington, D.C. 20549

                                  SCHEDULE 14A

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 
[ ]  Confidential, for Use of the Commission Only (as permitted by 
     Rule 14a-6(e)(2)) 
[X]  Definitive Proxy Statement 
[ ]  Definitive Additional Materials 
[ ]  Soliciting Material Pursuant to ss. 240.14a-11(c) or ss. 240.14a-12

                              PIERCING PAGODA, INC.
                (Name of Registrant as Specified In Its Charter)

                                       N/A
     (Name of Person(s) Filing Proxy Statement if other than the Registrant)

Payment of Filing Fee (Check the appropriate box):
[x]  $125 per Exchange Act Rules 0-11(c)(1)(ii), 14a-6(i)(1), 14a-6(i)(2) or 
     Item 22(a)(2) of Schedule 14A.
[ ]  $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:

          N/A

     (2)  Aggregate number of securities to which transaction applies:

          N/A

     (3)  Per unit price of underlying value of transaction computed pursuant to
          Exchange Act Rule 0-11 (Set forth the amount on which the filing fee
          is calculated and state how it was determined):

          N/A

     (4)  Proposed maximum aggregate value of transaction:

          N/A

     (5)  Total fee paid:

          N/A

[ ]  Fee paid previously with preliminary materials.

[ ]  Check box if any party of the fee is offset as provided by 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:

<PAGE>

                            [GRAPHIC OMITTED - LOGO]

                              Piercing Pagoda, Inc.

                              Piercing Pagoda, Inc.
                                3910 Adler Place
                               Bethlehem, PA 18017



                    NOTICE OF ANNUAL MEETING OF STOCKHOLDERS
                   to be held on Wednesday, September 18, 1996

     The Annual Meeting of Stockholders of Piercing Pagoda, Inc. (the "Company")
will be held on  Wednesday,  September  18,  1996,  at 10:00 a.m.,  at the Hotel
Bethlehem, 437 Main Street, Bethlehem, Pennsylvania for the following purposes:

     1.   To elect one director to hold office until the 1999 Annual  Meeting of
          Stockholders.

     2.   To approve the Piercing Pagoda, Inc. Employee Stock Purchase Plan.

     3.   To ratify the  appointment  of KPMG Peat Marwick LLP as the  Company's
          independent auditors for the 1997 fiscal year.

     4.   To  transact  such other  business  as may  properly  come  before the
          meeting.

     The Board of Directors  has fixed the close of business on July 22, 1996 as
the record date for the meeting.  Only  stockholders  of record at that time are
entitled  to  notice  of and to  vote at the  meeting  and  any  adjournment  or
postponement thereof.

     The  enclosed  proxy is solicited by the Board of Directors of the Company.
Reference is made to the attached proxy statement for further  information  with
respect to the business to be transacted at the meeting.

     You are  cordially  invited to attend the  meeting in person.  The Board of
Directors urges you to sign,  date and return the enclosed proxy  promptly.  The
return of the enclosed proxy will not affect your right to vote in person if you
do attend the meeting.


                                                         John F. Eureyecko
                                                         Secretary


August 5, 1996

<PAGE>

                              Piercing Pagoda, Inc.
                                3910 Adler Place
                               Bethlehem, PA 18017

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

                                 PROXY STATEMENT
                                       for
                         Annual Meeting of Stockholders
                               September 18, 1996

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


     This proxy  statement is furnished in connection  with the  solicitation of
proxies  by the  Board  of  Directors  of  Piercing  Pagoda,  Inc.,  a  Delaware
corporation  (the  "Company"),  for  use  at the  Company's  Annual  Meeting  of
Stockholders  (the  "Meeting"),  which will be held on Wednesday,  September 18,
1996,  at  10:00  a.m.  at the  Hotel  Bethlehem,  437 Main  Street,  Bethlehem,
Pennsylvania, and any adjournment or postponement thereof. This proxy statement,
the foregoing notice and the enclosed proxy are first being sent to stockholders
of the Company (the "Stockholders") on or about August 5, 1996.

     The Board of  Directors  does not  intend to bring any  matter  before  the
Meeting  except as  specifically  indicated  in the  notice and does not know of
anyone else who intends to do so. If any other matters  properly come before the
Meeting,  however,  the  persons  named in the  enclosed  proxy,  or their  duly
constituted  substitutes  acting at the Meeting,  will be  authorized to vote or
otherwise act thereon in accordance with their judgment on such matters.  If the
enclosed proxy is properly executed and returned prior to voting at the Meeting,
the shares represented thereby will be voted in accordance with the instructions
marked thereon.  In the absence of instructions,  the shares will be voted "FOR"
the nominee of the Board of Directors in the election of the one director  whose
term of office will extend  until the 1999 Annual  Meeting of  Stockholders  and
until his  successor  is duly elected and  qualified,  "FOR" the approval of the
Piercing  Pagoda,  Inc.  Employee  Stock Purchase Plan and "FOR" the approval of
KPMG Peat  Marwick LLP as the  Company's  independent  auditors  for the current
fiscal year ending March 31, 1997.

     Any proxy may be revoked at any time prior to its exercise by notifying the
Secretary in writing,  by delivering a duly executed proxy bearing a later date,
or by attending the Meeting and voting in person.

<PAGE>

                    VOTING SECURITIES AND SECURITY OWNERSHIP

Voting Securities

     At the close of  business on July 22,  1996,  the record  date,  there were
5,251,016 shares of the Company's common stock (the "Common Stock") outstanding.
Only  Stockholders  of record at the close of business on that date are entitled
to vote at the Meeting.  At the Meeting,  such  Stockholders will be entitled to
one vote for each share of Common  Stock owned at the record  date.  There is no
other class of voting securities  outstanding.  The presence at the Meeting,  in
person or by proxy, of persons  entitled to cast the votes of a majority of such
outstanding shares of Common Stock will constitute a quorum for consideration of
the  matters  expected  to be  voted  on at  the  Meeting.  In the  election  of
directors, Stockholders entitled to vote will not have cumulative voting rights.

Security Ownership of Certain Beneficial Owners and Management

     The  following  table sets forth  certain  information  as of July 22, 1996
respecting the beneficial share holdings of the Common Stock of: (i) each person
who was  known to the  Company  to be the  owner of more  than 5% of the  Common
Stock;  (ii) each  director  and  nominee  for  director of the Company and each
executive  officer  named in the  Summary  Compensation  Table;  and  (iii)  all
directors and executive  officers of the Company as a group. Each of the persons
named in the table below as beneficially owning the shares set forth therein has
sole voting power and sole investment power with respect to such shares,  unless
otherwise indicated.

                                    Amount and Nature of          Percent of
Name of Beneficial Owner          Beneficial Ownership(1)       Common Stock(1)
 Richard H. Penske                     3,236,086(2)                61.6%
  Piercing Pagoda, Inc.
  3910 Adler Place
  P.O. Box 25007
  Lehigh Valley, PA  18002-5007
 John F. Eureyecko                        97,393                    1.8%
 Barry R. Clauser                         43,409(3)                   *
 Sharon J. Zondag                         43,209                      *
 Alan R. Hoefer                           63,556(4)                 1.2%
 Mark A. Randol                           20,824                      *
 All executive officers 
  and directors as a group
  (7 persons)                          3,520,493(2)(3)(4)          66.3%
 ------------------
 * Less than 1%.

1.   Shares issuable pursuant to options  exercisable within 60 days of July 22,
     1996 are deemed to be beneficially owned by the option holder; accordingly,
     information  includes  the  following  number of  shares  of  Common  Stock
     underlying options held by the following individuals, and all directors and
     executive  officers as a group: Mr. John F. Eureyecko,  20,000 shares;  Mr.
     Barry R. Clauser and Ms. Sharon J. Zondag, 15,000 shares each; Messrs. Alan
     R. Hoefer and Mark A.  Randol,  4,000 shares each;  and all  directors  and
     executive officers as a group, 62,800 shares.

2.   Includes an aggregate of 135,594 shares held by annuity trusts of which Mr.
     Penske is a beneficiary  and an aggregate of 135,594 shares held by annuity
     trusts of which Mr. Penske's wife is a beneficiary.

3.   Includes 200 shares held by Mr.  Clauser as custodian for his children,  as
     to which shares he disclaims beneficial ownership.

4.   Includes  4,000  shares  held by a  trust  for  the  benefit  of one of Mr.
     Hoefer's  children of which he is the trustee,  300 shares held by his wife
     and 11,000 shares held by a charitable  foundation of which Mr. Hoefer is a
     trustee, as to all of which shares he disclaims beneficial ownership.

                                       2

<PAGE>

Compliance with Section 16 (a) of the Securities Exchange Act of 1934.

     Section 16 (a) of the Securities  Exchange Act of 1934, and the regulations
thereunder,  requires the  Company's  officers and directors and persons who own
more than ten percent of a registered class of the Company's  equity  securities
(collectively, the "reporting persons") to file reports of ownership and changes
in ownership  with the  Securities  and Exchange  Commission  and to furnish the
Company  with  copies of these  reports.  Based on the  Company's  review of the
copies of these  reports  received by it, and written  representations  received
from reporting  persons,  the Company  believes that all filings  required to be
made by the reporting  persons during the 1996 fiscal year were made on a timely
basis, except that John F. Eureyecko, Sharon J. Zondag and Barry R. Clauser each
filed one late report  relating to purchases at the end of two offering  periods
under the Company's  Employee Stock Purchase Plan and Alan R. Hoefer filed three
late  reports;  one report  relating  to one  purchase  of shares by each of two
trusts for the  benefit of his  children  and of which he is the trustee and two
reports which each relate to a distribution of shares by a trust for the benefit
of his children and of which he was the trustee.

                                  PROPOSAL ONE

                              ELECTION OF DIRECTOR

     At the  meeting,  the  Stockholders  will elect one director to hold office
until the 1999 Annual Meeting of  Stockholders  and until his successor has been
duly elected and  qualified.  The  Company's  Board of Directors is divided into
three classes serving staggered  three-year terms, with the term of one class of
directors  expiring each year.  The director whose term of office expires at the
Meeting is Mr. John F. Eureyecko.

     The Board of Directors has  nominated  Mr. John F.  Eureyecko to serve as a
director until the 1999 Annual Meeting of  Stockholders  and until his successor
has been duly elected and qualified. Such nominee has indicated a willingness to
continue to serve as a director. Should the nominee become unavailable to accept
election as a director,  the persons  named in the enclosed  proxy will vote the
shares which such proxy  represents for the election of such other person as the
Board of Directors may recommend.  Unless contrary instructions are given on the
proxy, the shares  represented by a properly  executed proxy will be voted "FOR"
the election of Mr. John F. Eureyecko.

     The nominee for  election as the  director to be elected at the Meeting and
the directors  whose terms of office  continue after the Meeting,  together with
certain information about them, are set forth below:


                        Director  Term
Name               Age   Since   Expires       Positions with Company
John F. Eureyecko  47    1994     1996    President, Chief Operating Officer,
                                          Secretary and Director

Richard H. Penske  53    1978     1997    Chairman of the Board and Chief
                                          Executive Officer

Alan R. Hoefer     62    1994     1997    Director +

Mark A. Randol     61    1994     1998    Director +

+ Member of the Audit and Compensation Committees.

                                       3

<PAGE>

     John F.  Eureyecko  joined the  Company  in October  1991 and has served as
President  and Chief  Operating  Officer  since June  1996.  Mr.  Eureyecko  had
previously served as Executive Vice President from January 1992 to June 1996 and
as Chief  Financial  Officer from February 1994 to June 1996. Mr.  Eureyecko was
elected as  Secretary  in  January  1992 and as a director  in March  1994.  Mr.
Eureyecko  came to the Company  with 18 years  experience  at Triangle  Building
Supplies and Lumber Co., a building materials retailer,  where he last served as
Senior Vice President and General Manager.

     Richard H.  Penske has served the Company  and its  predecessor  in various
capacities for more that 23 years,  including 16 years as President.  Mr. Penske
has served as the Chief  Executive  Officer  since 1986 and as a director of the
Company since 1978.

     Alan R. Hoefer has served as a director  of the  Company  since March 1994.
Since  August  1988,  Mr.  Hoefer  has  operated  Alan  Hoefer & Co.,  a private
investment banking firm.

     Mark A. Randol has served as a director  of the  Company  since March 1994.
Since 1979, Mr. Randol has been the President of Forest City Management, Inc., a
real estate development company.


Meetings and Committees of the Board of Directors

     The Board of Directors has an Audit Committee and a Compensation Committee.

     Messrs.  Hoefer and Randol serve as members of both the Audit Committee and
the Compensation  Committee.  The functions of the Audit  Committee,  which held
three formal  meetings  during  fiscal  1996,  include  reviewing  the scope and
results of the annual audit,  internal  accounting  procedures and certain other
questions of  accounting  policy.  The function of the  Compensation  Committee,
which held one formal  meeting  during  fiscal 1996 is to consider and determine
all compensation matters relating to the Company's executive officers.

     The Board of Directors  held one formal meeting during fiscal 1996 and also
acted by unanimous  consent in writing.  Each director  attended at least 75% of
the  aggregate  number of meetings of the Board of Directors  and  committees on
which the Director served.


Compensation of Directors

     Members of the Board of Directors  who are not employees of the Company are
compensated at the annual rate of $8,000.  Non-employee directors receive $1,000
for each  meeting of the Board of  Directors  which they attend and if, but only
if,  not held in  conjunction  with a Board  meeting,  a fee of $1,000  for each
meeting of a committee of the Board of Directors which they attend.  The Company
also  reimburses  all  directors  for their  expenses in  connection  with their
activities as directors of the Company.  Directors who are also employees of the
Company do not receive any compensation for serving on the Board of Directors.

     Pursuant to the  Company's  1994 Stock Option Plan,  each director who is a
member of the  Compensation  Committee also receives an annual grant of ten year
options to purchase 2,000 shares of Common Stock at the fair market value on the
date of grant  becoming  exercisable  on the  first  anniversary  of the date of
grant.

                        THE BOARD OF DIRECTORS RECOMMENDS
                      VOTING "FOR" THE NOMINEE FOR DIRECTOR

                                       4

<PAGE>

                                  PROPOSAL TWO

                      APPROVAL OF THE PIERCING PAGODA, INC.
                          EMPLOYEE STOCK PURCHASE PLAN

     On October 12, 1995, the Company's  Board of Directors  adopted,  effective
November 1, 1995,  subject to the  approval of the  Stockholders,  the  Piercing
Pagoda, Inc. Employee Stock Purchase Plan (the "Stock Purchase Plan"). The Stock
Purchase  Plan has been  proposed  to provide  employees  of the Company and its
subsidiaries  with a method to acquire an equity interest in the Company through
the purchase of shares of the  Company's  Common Stock,  at  discounted  prices,
using payroll deductions. Although the Stock Purchase Plan is an "employee stock
purchase plan" within the meaning of Section 423 of the Internal Revenue Code of
1986,  as amended  (the  "Code"),  the Stock  Purchase  Plan is not a "qualified
deferred compensation plan" under Section 401 (a) of the Code and is not subject
to the  provisions  of the  Employee  Retirement  Income  Security  Act of  1974
("ERISA").

     Although the following  summary of the Stock Purchase Plan does not purport
to be complete  and is subject to, and is qualified in its entirety by reference
to the text of the Stock  Purchase  Plan,  the  material  features  of the Stock
Purchase Plan are as follows:

     1. Number of Shares.  The aggregate  maximum number of shares  reserved for
issuance under the Stock  Purchase Plan is 96,000 shares,  subject to adjustment
upon the  occurrence  of stock  dividends,  stock  splits,  recapitalization  or
certain  other  capital  adjustments  that cause an  increase or decrease in the
number of issued  and  outstanding  shares of Common  Stock.  No more than 6,000
shares of Common Stock will be available for purchase  under the Stock  Purchase
Plan during each three-month offering period.

     2.  Administration  and  Operation.  The Stock  Purchase  Plan is currently
administered by the Compensation  Committee of the Company's Board of Directors,
but may be  hereafter  administered  by such  other  subcommittee  of the  Board
designated by the Board or by the Board itself,  as determined from time to time
at  the  discretion  of  the  Board.  All  determinations,  interpretations  and
constructions  made by the  Compensation  Committee  of the  Board or any  other
committee  appointed to administer  the Stock  Purchase Plan or the Board in its
capacity as  administrator of the Stock Purchase Plan (all referred to hereafter
as the  "Committee")  with  respect  to the  Stock  Purchase  Plan are final and
conclusive.

     The Stock Purchase Plan is based on three-month offering periods that begin
January  1,  April 1, July 1 and  October  1 of each  year.  The first  offering
period,  however,  was from  November 1, 1995 to December 31, 1995.  An eligible
employee may  authorize  payroll  deductions  in an amount  between one and five
percent of their  compensation.  However,  payroll  deductions during any single
offering  period may not exceed $2,000 for any  participant.  At the end of each
three-month  offering  period,  the deductions are applied to purchase shares of
Common Stock. The employee need not participate in any offering period,  but may
not join in the current offering period after the enrollment date has passed.

     3. Eligibility. All employees of the Company (as well as employees of those
subsidiaries  which  participate in the Stock Purchase Plan at the discretion of
the  Committee)  are eligible to  participate in the Stock Purchase Plan except:
(1) employees who have been employed by the Company for less than one year as of
the first day of the preceding offering period; (2) employees who own 5% or more
of the  total  combined  voting  power or value of all  classes  of stock of the
Company or a subsidiary; (3) employees whose customary employment is 20 hours or
less per week; and (4) employees who have not attained age 21. As of November 1,
1995,  504 employees of the Company would have been eligible to  participate  in
the Stock Purchase Plan.

     4. Term of Plan.  The Stock  Purchase  Plan  provides that no shares may be
purchased under it after December 31, 1999.

                                       5

<PAGE>

     5.  Purchase  Price.  The purchase  price per share of Common Stock will be
equal to 85% of the fair market value of the Common Stock on either the first or
last day of the offering  period,  whichever is lower.  Fair market value is the
last  reported  sale price for the  Company's  Common  Stock as  reported on The
Nasdaq Stock Market  National  Market on the day in question,  or if there is no
closing  price  reported,  then the fair  market  value  shall mean the  average
between the  reported  closing bid and asked prices for the shares on the day in
question.  No fractional  shares will be purchased  and any remaining  cash will
automatically  stay in an  employee's  account  until the next  offering  period
(unless the employee  withdraws  from the Stock Purchase Plan, in which case the
cash will be returned to the employee).

     6.  Restriction of Shares.  Employees are generally not permitted to obtain
share  certificates  or to  sell  or  transfer  any  shares  until  the end of a
restricted  period (the  "Restricted  Period")  which runs for one year measured
from the last day of the relevant  offering period.  The Restricted Period ends,
however,  with  respect  to all  shares  owned by an  employee  if the  employee
terminates  employment  by reason  of death,  disability  or  retirement.  If an
employee terminates his or her employment with the Company or any subsidiary for
any reason  other than the  employee's  death,  disability  or  retirement,  the
Company has the right but not the obligation to purchase the  employee's  shares
that are within the  Restricted  Period for the lesser of the original  purchase
price  paid  for the  shares  or  their  fair  market  value  at the time of the
employee's termination.

     7.  Statutory  Limits on Purchase of Shares.  No employee  may be granted a
right to purchase shares under the Stock Purchase Plan if immediately  following
such grant,  such employee would have rights to purchase equity securities under
all  plans  of the  Company  and  subsidiaries,  that are  intended  to meet the
requirements  of  section  423 of the Code,  that  accrue at a rate in excess of
$25,000  (determined  by reference to the fair market value of the shares at the
time the rights are  granted)  for each  calendar  year in which such  rights to
purchase  shares are  outstanding at any time. In addition,  no employee will be
permitted to purchase any shares of Common Stock if the purchase would result in
the employee  owning 5% or more of the total  combined  voting power or value of
all classes of stock of the Company or a subsidiary.

     8. Payment.  An employee makes payment for the shares  purchased  under the
Stock Purchase Plan by making  contributions  through payroll deductions,  of an
amount,  between one and five percent of their compensation  (defined to include
all forms of payment for  services),  subject to an over-all  limit of $2,000 in
contributions  during each  three-month  offering  period.  The employee must be
employed  on the  purchase  date to  purchase  shares  of  Common  Stock  and if
employment  terminates  for any  reason,  including  retirement  or  death,  the
employee  will be withdrawn  from the Stock  Purchase Plan  immediately  and the
payroll  deduction  credited to the  employee's  account will be returned to the
employee.

     9.  Increasing  and  Decreasing  Deductions;   Withdrawal;  Restriction  on
Transferability. An employee may decrease, but not increase, the rate of payroll
deductions  at  any  time  during  an  offering   period  by  submitting  a  new
subscription  agreement.  In general, a change in payroll deductions can only be
made once during each offering  period.  During the two week period  immediately
preceding  the start of a new  offering  period,  an  employee  may  increase or
decrease  the rate of  payroll  deductions  effective  as of the  next  offering
period.  An employee may withdraw  from the Stock  Purchase  Plan at any time by
completing a notice of withdrawal  and submitting it to the Company prior to the
end of an  offering  period.  Upon  notice of  withdrawal,  the  entire  balance
accumulated  in the  employee's  account will be paid to the employee as soon as
practicable  and no additional  payroll  deductions will be made under the Stock
Purchase Plan. If an employee  withdraws,  the employee  cannot rejoin until the
next  offering  period,  by  submitting a new  subscription  agreement.  Partial
withdrawals  are not permitted.  The employee's  rights to purchase  shares with
payroll  deductions  under the Stock Purchase Plan are not  transferable  to any
other person.

     10. Stock Certificates. The shares purchased by an employee under the Stock
Purchase Plan will be held in an investment  account,  with the employee  having
the right at any time after the  Restricted  Period ends to withdraw  all or any
portion of the  shares  credited  to the  employee's  account by giving  written
notice  to the  Company.  If,  however,  the  shares  remain  in the  employee's
investment account,  all cash dividends paid with respect to the shares, if any,
will be retained and used to purchase additional shares under the Stock Purchase
Plan, subject to the provisions and limitations of the Stock Purchase Plan.

                                       6

<PAGE>

     11. Amendments to the Plan. Subject to the provisions of the Stock Purchase
Plan,  the Board of Directors  may amend or terminate the Stock  Purchase  Plan,
except that certain amendments require approval of the Company's Stockholders.

     12. Tax Aspects of the Plan.  The ability of  employees  to purchase  stock
under a stock  purchase plan is treated as a type of stock option  right,  where
the option is viewed as granted at the  beginning  of an  offering  period,  and
where the exercise of the option occurs on the date the stock is purchased under
the terms of the plan.  The  federal  income tax  consequences  of the grant and
exercise of stock options under an employee  stock  purchase plan (as defined in
Section 423 of the Code) and the subsequent disposition of shares acquired under
such options, are summarized below.

     The employee is not taxed at the time of the grant of his/her stock options
or when shares are  purchased  pursuant to the exercise of the options under the
Stock Purchase Plan.

     If shares  acquired  under  the Stock  Purchase  Plan are held  beyond  the
statutory holding period (the "Statutory Holding Period") which, pursuant to the
Code, ends with respect to shares acquired during any particular offering period
on the later of two years after the first day of the offering period or one year
after the date the shares were actually  acquired,  and which in the case of the
Stock Purchase Plan will always be the end of the two year period  measured from
the first day of the offering  period,  the employee will have to include in his
or her ordinary  taxable income at time of sale or other taxable  disposition of
the shares (or upon the  employee's  death  while  still  holding the stock) the
lesser of (i) 15% of the fair market value of the shares on the first day of the
offering  period,  or (ii) the amount,  if any, by which the shares' fair market
value at the time of such  disposition or death exceeds the purchase price.  Any
gain in excess of such amount will be taxable as long-term  capital gain. A sale
of the shares  for less than the  purchase  price  after the  Statutory  Holding
Period will result in long-term capital loss.

     If the shares are  disposed  of prior to the  completion  of the  Statutory
Holding Period (a "disqualifying disposition"), the employee will be required to
include in his or her ordinary  income for the year in which the  "disqualifying
disposition"  occurs  the  excess of the fair  market  value of the shares as of
their purchase date (i.e. the last day of the offering period) over the purchase
price. Depending on whether the disposition occurs at a price above or below the
fair market value of the shares as of the purchase  date, the employee will have
to report a capital  gain or capital loss on the  transaction  in addition to an
amount of ordinary income as described above.

     In addition,  if the Statutory Holding Period requirements are not met, the
Company will be entitled to a tax deduction equal to the difference  between the
price paid by the  employee  and the  market  value of the shares at the date of
purchase. If the Statutory Holding Period requirements are met, the Company will
not be entitled to such a deduction.

                                       7

<PAGE>

Stock Purchase Plan Benefits

     The  following  tables sets forth the  benefits or amounts  that would have
been  received  by or  allocated  to the  persons  listed  below under the Stock
Purchase Plan for the Company's last completed fiscal year if the Stock Purchase
Plan  had  then  been in  effect  for the  entire  year  and  such  persons  had
participated  to the fullest  extent  possible.  The number of shares that would
have been obtained are calculated based upon a 15% discount applied to the lower
of the fair  market  value of the Common  Stock on the first or last day of each
offering period (which periods correspond to each calendar quarter).  The dollar
value is calculated by multiplying the per share discount  amounts by the number
of shares which would have been purchased.

Name and Position                            Dollar Value       No. of Shares
  Richard H. Penske
     President and Chief Executive Officer         *                  *
  John F. Eureyecko
     Executive Vice President and            $10,613.92            1,111
     Chief Financial Officer
  Barry R. Clauser
     Senior Vice President--                 $ 5,623.31              583
     Merchandise Operations
  Sharon J. Zondag
     Senior Vice President--                 $ 6,007.56              625
     Store Operations
  Non-Executive Director Group                     *                  *
  Executive Group                            $26,283.44            2,738
  Non-Executive Officer Employee Group(1)   $246,660.00           24,000

* Not eligible to participate in the Stock Purchase Plan.

     1. Assuming members of the executive group did not participate in the plan.


     The affirmative  vote of the holders of a majority of the Company's  Common
Stock  present at the  meeting in person or by proxy is  required to approve the
Stock Purchase Plan.

                        THE BOARD OF DIRECTORS RECOMMENDS
                      VOTING "FOR" THE PROPOSAL TO APPROVE
                             THE STOCK PURCHASE PLAN


                                 PROPOSAL THREE

                 APPROVAL OF THE COMPANY'S INDEPENDENT AUDITORS

     The Company's Board of Directors recommends that the Stockholders  consider
and approve a proposal  to select KPMG Peat  Marwick  LLP,  which  served as the
Company's  independent public auditors for the last fiscal year, to serve as the
Company's  independent  public  auditors  for the current  fiscal  year.  If the
Stockholders  fail to  approve  the  selection  of such  auditors,  the Board of
Directors will reconsider the selection.

     A representative  of KPMG Peat Marwick LLP is expected to be present at the
Meeting. Such representative will have the opportunity to make a statement if he
desires to do so and will be  available to respond to  appropriate  questions of
Stockholders.

                        THE BOARD OF DIRECTORS RECOMMENDS
                      VOTING "FOR" THE PROPOSAL TO APPROVE
                          KPMG PEAT MARWICK LLP AS THE
                         COMPANY'S INDEPENDENT AUDITORS

                                       8

<PAGE>

                             EXECUTIVE COMPENSATION

Summary Compensation Table

     The following table sets forth certain information concerning  compensation
paid or accrued by the Company for services  rendered in all  capacities  during
the  fiscal  year ended  March 31,  1996 to the Chief  Executive  Officer of the
Company and each of the other  executive  officers  of the  Company  whose total
annual  salary  and bonus for the  fiscal  year ended  March 31,  1996  exceeded
$100,000:
                                  Annual Compensation
Name and Principal Position   Fiscal                         All Other
                               Year  Salary($)  Bonus ($)  Compensation ($)
Richard H. Penske              1996   157,308    60,000        48,764(3)
 Chief Executive Officer       1995   150,000    50,000        47,072(3)
                               1994   153,462      --          54,707(3)
John F. Eureyecko(1)           1996   157,308    55,000         4,995(4)
  Executive Vice President     1995   136,154    36,500         5,164(5)
  and Chief Financial Officer  1994   129,039   240,170(2)      5,455(6)
Sharon J. Zondag               1996    98,269    22,000         3,393(4)
  Senior Vice President--      1995    79,106    12,000         2,601(4)
  Store Operations             1994    86,313    58,500(2)      1,880(4)
Barry R. Clauser               1996    97,692    15,000         3,425(4)
  Senior Vice President--      1995    87,115     7,500         3,121(7)
  Merchandise Operations       1994    76,857    53,800(2)      1,798(7)

(1)  Mr. Eureyecko was promoted to President and Chief Operating Officer in June
     1996.

(2)  The  compensation  reported  includes a bonus  applied to the  purchase  of
     shares of Common Stock under the Company's  1994  Restricted  Stock Plan in
     the amount of  approximately  $1.78 per share.  The aggregate amount of the
     bonus  payable by the Company and applied to the  purchase of shares by Mr.
     Eureyecko,  Ms. Zondag and Mr.  Clauser was $150,000,  $50,000 and $50,000,
     respectively.

(3)  The compensation  reported represents:  (i) the Company's  contribution and
     matching  payments  under the Company's  Retirement and Savings Plan in the
     aggregate  amounts  of $4,590 in 1996,  $4,027 in 1995 and  $3,265 in 1994;
     (ii) the premiums on a life insurance policy on the life of Mr. Penske,  of
     which Mr. Penske's wife is the sole beneficiary, which were $2,803 in 1996,
     $1,570  in 1995 and  $1,882  in 1994;  (iii)  the  amount,  on a term  loan
     approach,  of the benefit of the  whole-life  portion of the premiums for a
     split  dollar life  insurance  policy paid by the Company  projected  on an
     actuarial  basis which was $41,371 in 1996,  $41,475 in 1995 and $41,538 in
     1994;  and (iv) in 1994,  the value of the below market  interest  rates on
     loans made by the Company to Mr. Penske plus the value, on a pro rata basis
     based on his percentage ownership,  of below market interest rates on loans
     made by the Company to entities controlled by Messrs.  Penske and Eureyecko
     which was $8,022.

(4)  The  compensation  reported  represents  the  Company's   contribution  and
     matching payments under the Company's Retirement and Savings Plan.

(5)  The compensation  reported represents:  (i) the Company's  contribution and
     matching  payments  under the Company's  Retirement and Savings Plan in the
     aggregate  amount  of  $4,066;  and (ii)  $1,098  which is the  value of an
     interest free loan made by the Company to Mr. Eureyecko.

(6)  The compensation  reported represents:  (i) the Company's  contribution and
     matching  payments in the  aggregate  amount of $3,148 under the  Company's
     Retirement  and Savings  Plan;  and (ii) $2,307 which is the value of below
     market  interest  rates on loans made by the Company to Mr.  Eureyecko plus
     the value, on a pro rata basis based on his percentage ownership,  of below
     market  interest rates on loans made by the Company to entities  controlled
     by Messrs. Eureyecko and Penske.

(7)  The compensation  reported represents:  (i) the Company's  contribution and
     matching  payments  under the Company's  Retirement and Savings Plan in the
     aggregate  amounts of $2,985 in 1995 and  $1,610 in 1994;  and (ii) $136 in
     1995 and $188 in 1994 which each equals one-half the premium on a term life
     insurance policy on the life of Mr. Clauser of which Mr. Clauser's wife was
     a 50% beneficiary.

                                       9

<PAGE>

     Stock Option Exercises and Holdings

     The  following  table  provides  information  related to options  exercised
during  fiscal 1996 by each of the named  executive  officers and the number and
value of options held at March 31, 1996 by such  individuals.  No stock  options
were granted to the named executive officers during fiscal 1996.


                   Aggregated Option Exercises in Fiscal 1996
                       and Option Values at March 31, 1996
<TABLE>
<CAPTION>

                                                     Number of Securities
                                                 Underlying Unexercised Options         Value of Unexercised
                                                             at                        In-the-Money Options at
                                                       March 31, 1996 (#)                 March 31, 1996 ($)
                     Shares       Value
        Name       Acquired on   Realized($)      Exercisable  Unexercisable         Exercisable     Unexercisable
                    Exercise(#) 

<S>                    <C>         <C>            <C>          <C>                   <C>             <C>    
Richard H. Penske       --          --               --           --                   --               --

John F. Eureyecko       --          --             10,000       15,000                72,500          108,750
                                                   Shares       Shares

Sharon J. Zondag        --          --             10,000       15,000                72,500          108,750
                                                   Shares       Shares

Barry R. Clauser        --          --             10,000       15,000                72,500          108,750
                                                   Shares       Shares
</TABLE>


Compensation Committee Interlocks and Insider Participation

     Alan R.  Hoefer  and  Mark  A.  Randol,  the  members  of the  Compensation
Committee  of the  Company's  Board of  Directors  are each  parties  to the Tax
Indemnification  Agreement (as defined below) which was entered into between the
Company and the stockholders of the Company prior to its initial public offering
in connection  with the  Company's  change in status,  immediately  prior to the
initial  public  offering,  to  a C  Corporation  subject  to  corporate  income
taxation. See "Certain Relationships and Related Transactions." Pursuant to that
Tax  Indemnification  Agreement,  during  fiscal 1996 Messrs.  Hoefer and Randol
received $18,462 and $7,898, respectively, from the Company.

Report of the Compensation Committee

     The Compensation  Committee of the Board of Directors,  consisting entirely
of  non-employee  directors,  is  responsible  for  reviewing  and approving the
Company's compensation policies and the compensation paid to executive officers.
The  Company's  compensation  policies are  structured  to enable the Company to
attract,  retain and motivate highly qualified  executive officers to contribute
to the Company's  goals and objectives  and its overall  financial  success.  In
determining  executive  compensation,  the  Compensation  Committee  reviews and
evaluates  information  supplied by management  and bases  decisions both on the
Company's performance and on the individual's contribution and performance.  The
compensation of executive officers includes salary and incentive compensation.

                                       10

<PAGE>

Salary

     The Compensation  Committee reviews the salary of each executive officer in
relation to the previous salaries and with regard to general industry conditions
or trends.  The salaries  are set at levels  intended to reward  achievement  of
individual  and  company  goals and to  motivate  and  retain  highly  qualified
executives  whom  the  Compensation  Committee  believe  are  important  to  the
continued success of the Company.  While the Compensation  Committee's decisions
are in part subjective rather than based on formulas, the Compensation Committee
does  consider  various  measures of the  financial  condition of the Company in
absolute terms and in relation to internal performance goals.

Incentive Compensation

     The Compensation  Committee  believes that  incorporating  annual incentive
compensation into the total  compensation of executive  officers  encourages the
executives  to have the common goal of  achieving  the  Company's  economic  and
strategic objectives. As with salary considerations,  the Compensation Committee
bases its decisions regarding incentive compensation, which may take the form of
cash  bonuses  or grants of stock  options,  on both  corporate  and  individual
performance. During the last fiscal year, all incentive compensation paid to the
executive officers was in the form of cash bonuses.  The Compensation  Committee
believes that the stock options  awarded  during fiscal 1995,  the year in which
the Company  completed its initial  public  offer,  provided  substantial  stock
incentives.  Such awards which were determined with  consideration  given to the
executives'  performance  prior to the  Company  going  public,  provide for the
options to become  exercisable  over a five year  period and  terminate  shortly
after termination of employment.  As a result,  the executives have incentive to
remain in the employ of the Company for a  substantial  period of time and their
interests are aligned with outside  Stockholders.  Given the executive officers'
relatively  substantial  holdings  in the form of stock and stock  options  and,
particularly in the case of Richard H. Penske who held the position of President
and Chief  Executive  Officer  during the last fiscal year, the desire for asset
diversification,   the  Compensation   Committee   decided  that  the  incentive
compensation  component for this past year was most appropriately paid solely in
the form of cash bonuses.

Summary

     As described above, the Compensation  Committee  believes that its policies
and actions  have,  and will  continue  to,  motivate  and reward the  executive
officers who contribute to the Company's financial  performance and increase the
Company's value to Stockholders.

                                             COMPENSATION COMMITTEE
                                             OF THE BOARD OF DIRECTORS

                                             Alan R. Hoefer
                                             Mark A. Randol

                                       11

<PAGE>

Stock Performance Graph

     The following graph compares the percentage  change in the cumulative total
Stockholder  return on the Common Stock from the  commencement of public trading
of the Common Stock on October 13, 1994 through March 31, 1996,  the  cumulative
total return on the S & P 500 Index and the S & P Specialty  Retail Index during
such  period.  The  comparison  assumes $100 was invested on October 13, 1994 in
Common Stock and in each of the foregoing  indices and assumes the  reinvestment
of any dividends.

   (The Performance Graph appears here. See the table below for plot points.)

<TABLE>
<CAPTION>

                           10/13/94    12/31/94   3/31/95   6/30/95    9/30/95   12/31/95   3/31/96
<S>                          <C>        <C>        <C>       <C>      <C>        <C>       <C>   
S&P 500 ....................  100        98.18     107.04    116.46    124.94     131.67     138.00
S&P Specialty Retail Index .  100        93.49      92.54     90.24     90.12      90.13      98.23
Piercing Pagoda ............  100        96.59      77.27     96.59    127.27     163.64     138.64
</TABLE>


Certain Relationships and Related Transactions

     Prior to the Company's initial public offering in October 1994, the Company
was a corporation (an "S Corporation") subject to taxation under Subchapter S of
the Internal  Revenue Code of 1986, as amended.  Historically,  the Company paid
distributions  to its  stockholders  to  enable  them to pay  their  income  tax
liability as a result of the Company's status as an S Corporation. In connection
with the Company's  change in status,  immediately  prior to the initial  public
offering,  to a C Corporation subject to corporate income taxation,  the Company
entered  into  a  Tax  Indemnification   Agreement  (the  "Tax   Indemnification
Agreement"),  with the  stockholders  of the Company prior to its initial public
offering which provides for: (i) the  distribution to Mr. Penske,  of cash equal
to the product of the  Company's  taxable  income for fiscal 1994 and the sum of
the highest  effective  federal  and state  income tax rates  applicable  to any
current  stockholder  (or,  in the case of  stockholders  that are  trusts,  any
beneficiary  of  such  trust)  (the  "Applicable  Tax  Rate"),  less  any  prior
distributions  to him to pay taxes for such  year  end,  plus the  amount of Mr.
Penske's  deferred taxes  attributable  to the Company's  income for fiscal 1993
that were deferred  pursuant to the Omnibus Budget  Reconciliation  Act of 1993,
(ii) the  distribution  to each  stockholder of cash equal to the product of the
Company's  taxable  income  allocable  to the period from April 1, 1994  through
October 12, 1994 and the Applicable Tax Rate,  and (iii) an  indemnification  of
such  stockholders  for any losses or liabilities with respect to any additional
taxes  (including  interest,  penalties  and  legal  fees)  resulting  from  the
Company's operations during the period in which it was an S Corporation. Messrs.
Penske, Eureyecko, Clauser, Lehman and Ms. Zondag received $1,467,278,  $39,464,
$13,187, $5,295 and $13,187, respectively,  from the Company pursuant to the Tax
Indemnification  Agreement during fiscal 1996.  Messrs.  Hoefer and Randol,  the
members of the  Compensation  Committee of the Board of Directors  also received
payments  pursuant  to the  Tax  Indemnification  Agreement.  See  "Compensation
Committee Interlocks and Insider Participation."

                                       12

<PAGE>

                              STOCKHOLDER PROPOSALS

     Stockholder  proposals  intended to be presented at the 1997 Annual Meeting
of Stockholders  must be received by the Company at the address appearing on the
first page of this proxy  statement  by April 7, 1997 in order to be  considered
for inclusion in the  Company's  proxy  statement and form of proxy  relating to
that meeting.

                             SOLICITATION OF PROXIES

     The enclosed  form of proxy is being  solicited on behalf of the Company's
Board of Directors.  The Company will bear the cost of the  solicitation  of the
Board of  Directors'  proxies for the Meeting,  including the cost of preparing,
assembling and mailing proxy  materials,  the handling and tabulation of proxies
received,  and charges of brokerage houses and other institutions,  nominees and
fiduciaries in forwarding such materials to beneficial owners.

     In addition to the mailing of the proxy material,  such solicitation may be
made in person or by telephone,  telegraph or telecopy by directors, officers or
regular  employees  of the  Company,  or by a  professional  proxy  solicitation
organization engaged by the Company.


                           ANNUAL REPORT ON FORM 10-K

     THE COMPANY WILL PROVIDE WITHOUT CHARGE TO EACH PERSON WHOSE PROXY IS BEING
SOLICITED BY THIS PROXY STATEMENT, ON THE WRITTEN REQUEST OF SUCH PERSON, A COPY
OF THE COMPANY'S ANNUAL REPORT ON FORM 10-K (INCLUDING THE FINANCIAL  STATEMENTS
AND SCHEDULES THERETO) AS FILED WITH THE SECURITIES AND EXCHANGE  COMMISSION FOR
ITS MOST  RECENT  FISCAL  YEAR.  SUCH  WRITTEN  REQUESTS  SHOULD BE  DIRECTED TO
INVESTOR RELATIONS, AT THE ADDRESS OF THE COMPANY SET FORTH ON THE FIRST PAGE OF
THIS PROXY STATEMENT.

                                       13

<PAGE>
                             PIERCING PAGODA, INC.

          This Proxy is Solicited on Behalf of the Board of Directors

The undersigned  stockholder of PIERCING  PAGODA,  INC. (the  "Company")  hereby
appoints  Richard H. Penske and John F. Eureyecko,  or either of then, with full
power of  substitution,  to act as attorneys and proxies for the undersigned and
to vote all shares of stock of the Company, which the undersigned is entitled to
vote if personally present at the Annual Meeting of Stockholders of the Company,
to be held at the Hotel Bethlehem, 437 Main Street, Bethlehem,  Pennsylvania, on
September  18,  1996 at  10:00  a.m.,  and at any  adjournment  or  postponement
thereof,  provided  that said  proxies are  authorized  and  directed to vote as
indicated  with  respect to the matters set forth on the  opposite  side of this
Proxy.

UNLESS OTHERWISE  SPECIFIED,  THE SHARES WILL BE VOTED "FOR" THE ELECTION OF THE
NOMINATED  DIRECTOR,  "FOR" THE APPROVAL OF THE EMPLOYEE STOCK PURCHASE PLAN AND
"FOR"  RATIFICATION OF THE APPOINTMENT OF KPMG PEAT MARWICK LLP AS THE COMPANY'S
INDEPENDENT PUBLIC AUDITORS.  This Proxy also delegates  discretionary authority
to vote with respect to any other  business  which may properly  come before the
meeting and any adjournment or postponement thereof.

                     (Please sign and date on Reverse Side)

<PAGE>

[X]  Please mark your
     votes as in this
     example.

                                  FOR               WITHHOLD
1. Election of Director          /__/                 /__/

   Nominee: John F. Eureyecko

2. Approval of the Piercing Pagoda, Inc. Employee Stock Purchase Plan.

                                  FOR     AGAINST     ABSTAIN
                                 /__/     /__/        /__/

3. Ratification  of the  appointment of KPMG Peat Marwick LLP as the Company's
   independent public auditors for the fiscal year ending March 31, 1997.

                                 FOR     AGAINST     ABSTAIN
                                 /__/     /__/        /__/

The undersigned hereby acknowledges  receipt of Notice of Annual Meeting, Proxy
Statement and Annual Report of Piercing Pagoda, Inc.

PLEASE SIGN, DATE AND RETURN IN THE ENCLOSED POSTAGE-PAID ENVELOPE.

SIGNATURE:__________________________________              DATE:_______________

Note:  Please sign  exactly as  names(s)  appears in  address.  When  signing as
       attorney-in-fact,  executor,  administrator,  trustee or guardian, please
       add your titles as such, and if the signer is a corporation,  please sign
       with full corporate name by duly authorized officer or officers and affix
       the  corporate  seal.  When  stock is  issued  in the name of two or more
       persons, all such persons should sign.

<PAGE>

     Pursuant to the instructions to Item 10 of Schedule 14A, the following
Piercing Pagoda, Inc. Employee Stock Purchase Plan is being filed with the
Commission as an appendix to the Proxy Statement being filed by Piercing Pagoda,
Inc. (the "Company") but it is not a part of the Proxy Statement and is not
being provided to the Company's stockholders.

                              PIERCING PAGODA, INC.

                          EMPLOYEE STOCK PURCHASE PLAN

     1. Purpose.

     The purpose of the Piercing Pagoda, Inc. Employee Stock Purchase Plan (the
"Plan") is to assist Piercing Pagoda, Inc., a Delaware corporation (the
"Company"), and its Subsidiaries (as hereinafter defined) in retaining the
employment of employees by offering them a greater stake in the Company's
success and a closer identity with it, and to aid in obtaining the services of
individuals whose employment would be helpful to the Company and would
contribute to its success. This is to be accomplished by providing employees a
continuing opportunity to purchase Shares (as hereinafter defined) from the
Company through periodic offerings.

     The Plan is intended to comply with the provisions of section 423 of the
Code (as hereinafter defined), and the Plan shall be administered, interpreted
and construed accordingly. The Plan as adopted by the Company is effective
November 1, 1995, subject to the approval of the Plan by the Company's
stockholders prior to first anniversary of the date the Plan was adopted by the
Board (as hereinafter defined) by any of the following methods: (a) Stockholder
approval may be obtained at the next regularly scheduled stockholders' meeting
in accordance with all applicable provisions of the corporate charter, by-laws
and applicable state law prescribing the method and degree of stockholder
approval required for the issuance of corporate stock or options; (b) If no such
applicable state law exists, stockholder approval may be obtained by vote of a
majority of the votes cast at such meeting provided that a quorum representing a
majority of all outstanding voting stock of the Company is, either in person or
by proxy, present and voting on the approval of the Plan; or (c) Stockholder
approval may be obtained by any other method, provided such approval would be
treated as adequate under applicable state law in the case of an action
requiring stockholder approval.

                                       A-1

<PAGE>

     2. Definitions. For purposes of the Plan:

          "Account" means the non-interest bearing account which the Company (or
the Subsidiary which employs the Participant) shall establish for each
Participant, to which a Participant's payroll deductions pursuant to the Plan
shall be credited.

          "Agent" means the person or persons appointed by the Board in
accordance with Paragraph 3(d).

          "Board" means the Board of Directors of the Company.

          "Code" means the Internal Revenue Code of 1986, as amended.

          "Committee" means the committee described in Paragraph 3(a).

          "Company" means Piercing Pagoda, Inc., a Delaware corporation.

          "Compensation" means the total amount of compensation for services
paid to a Participant for an Offering Period by the Company and the Subsidiaries
including, but not limited to, salary, wages, overtime pay, bonuses and
commissions.

          "Eligible Employee" means an employee of the Company or Subsidiary who
is described in Paragraph 4.

          "Employer" means the Company or Subsidiary for whom an Eligible
Employee is performing services at the time the Eligible Employee becomes a
Participant.

          "Fair Market Value" on any date means the last reported sale price for
Shares as reported on The Nasdaq Stock Market National Market on such date, or
if there is no closing price reported, then Fair Market Value of a Share shall
mean the average between the closing bid and asked prices for Shares on such
date as reported. If there are no sales reports or bid or asked quotations, as
the case may be, for a given date, the closest preceding date on which there
were sales reports or bid or asked quotations shall be used. If Shares are not
publicly traded, the Fair Market Value of a Share shall be determined by the
Committee.

          "Investment Account" means the account established for a Participant
pursuant to Paragraph 9(a) to hold Shares acquired for a Participant pursuant to
the Plan.

          "Nasdaq" means the National Association of Security Dealers, Inc.
Automated Quotations System.

          "Offering Period" The first Offering Period shall mean the period
which commences on November 1, 1995 and ends on December 31, 1995. Effective
January 1, 1996,

                                       A-2

<PAGE>

"Offering Period" shall mean each of the four three month periods beginning on
January 1, April 1, July 1, and October 1 of each year.

          "Participant" means an Eligible Employee who makes an election to
participate in the Plan in accordance with Paragraph 5.

          "Plan" means the Piercing Pagoda, Inc. Employee Stock Purchase Plan as
set forth in this document, and as may be amended from time to time.

          "Plan Year" means the 12 month period commencing each April 1 and
ending on the subsequent March 31. The first Plan Year shall commence on
November 1, 1995 and end on March 31, 1996.

          "Purchase Date" means the last business day of each Offering Period.

          "Purchase Price" means with respect to any Offering Period the lesser
of the Specified Percentage of the Fair Market Value of a Share on (i) the first
business day of the Offering Period or (ii) the Purchase Date.

          "Restricted Period" means the period applicable to a Share as set
forth in Section 5(c).

          "Share" or "Shares" means a share or shares of Common Stock, $0.01 par
value per share, of the Company.

          "Specified Percentage" means 85%, provided however, that the Committee
may at its discretion designate prior to the commencement of an Offering Period
a percentage greater than 85% but not more than 100%.

          "Subscription Agreement" means the agreement between the Participant
and the Employer pursuant to which the Participant authorizes payroll deductions
to the Account.

          "Subsidiary" means any corporation that, at the time in question, is a
subsidiary corporation of the Company, within the meaning of section 424(f) of
the Code.

     3. Administration of the Plan. The Plan shall be administered by the
compensation committee of the Board, or by such other committee of the Board as
may be designated by the Board, or by the Board itself, as determined from time
to time at the discretion of the Board. The compensation committee of the Board
or any other committee designated to administer the Plan by the Board, or the
Board in its capacity as administrator of the Plan are all referred to herein as
the "Committee." Subject to the express provisions of the Plan, the Committee
shall have full discretionary authority to interpret the Plan, to issue rules
for administering the Plan, to change, alter, amend or rescind such rules, and
to make all other determinations necessary or

                                       A-3

<PAGE>

appropriate for the administration of the Plan. All determinations,
interpretations and constructions made by the Committee with respect to the Plan
shall be final and conclusive.

          (a) Meetings. The Committee shall hold meetings at such times and
places as it may determine, shall keep minutes of its meetings, and shall adopt,
amend and revoke such rules or procedures as it may deem proper; provided,
however, that it may take action only upon the agreement of a majority of the
whole Committee. Any action which the Committee shall take through a written
instrument signed by a majority of its members shall be as effective as though
it had been taken at a meeting duly called and held. The Committee shall report
all actions taken by it to the Board of Directors.

          (b) Exculpation. No member of the Board of Directors or the Committee
shall be personally liable for monetary damages for any action taken or any
failure to take any action in connection with the administration of the Plan,
provided that this Subsection 3(b) shall not apply to (i) any breach of such
member's duty of loyalty to the Company, a Subsidiary, or the Company's
stockholders, (ii) acts or omissions not in good faith or involving intentional
misconduct or a knowing violation of law, (iii) acts or omissions that would
result in liability under Section 174 of the General Corporation Law of the
State of Delaware, as amended, and (iv) any transaction from which the member
derived an improper personal benefit.

          (c) Indemnification. For purposes of entitlement to indemnification
from the Company, service on the Committee shall constitute service as a member
of the Board. Each member of the Committee shall be entitled, without further
action on his or her part, to indemnity from the Company and limitation of
liability to the fullest extent provided by applicable law and by the Company's
Certificate of Incorporation and/or By-laws in connection with or arising out of
any action, suit or proceeding with respect to the administration of the Plan or
the granting of options thereunder in which he or she may be involved by reason
of his or her being or having been a member of the Committee, whether or not he
or she continues to be such member of the Committee at the time of the action,
suit or proceeding.

          (d) The Committee may engage an Agent to purchase Shares on each
Purchase Date and to perform custodial and record keeping functions for the
Plan, such as holding record title to the Participants' Share certificates,
maintaining an individual Investment Account for each such Participant and
providing periodic account status reports to such Participants.

          (e) The Committee shall have full discretionary authority to delegate
ministerial functions to management of the Company.

     4. Eligibility. All employees (other than employees whose customary
employment is 20 hours or less per week) of the Company and of such of its
Subsidiaries as may be designated for such purpose from time to time by the
Committee, shall be eligible to participate in the Plan as of the first day of
an Offering Period, provided each of such employees has (A) attained at least
age 21 and (B) been employed by the Company or any of its Subsidiaries for at

                                       A-4

<PAGE>

least one year as of (i) the first day of the Offering Period commencing
November 1, 1995 and (ii) the first day of the preceding Offering Period for
Offering Periods commencing after November 1, 1995.

     For purposes of this Paragraph 4, the term "employment" shall be
interpreted in accordance with the provisions of section 1.421-7(h) of the
Treasury Regulations (or any successor regulations).

     5. Election to Participate and Terms of Purchases.

          (a) Initial Subscription Agreements. Each Eligible Employee may become
a Participant by filing a Subscription Agreement authorizing specified regular
payroll deductions. A Subscription Agreement authorizing specified regular
payroll deductions must specify the date on which such deductions are to
commence, which may not be retroactive. Payroll deductions may be in any amount
not less than one percent (1%) and not in excess of five percent (5%) of an
Eligible Employee's Compensation; provided however, that payroll deductions
during any single Offering Period may not exceed two thousand dollars ($2,000)
for any Participant. All payroll deductions shall be recorded in the Accounts.
All funds recorded in Accounts may be used by the Company and Subsidiaries for
any corporate purpose, subject to the Participant's right to withdraw at any
time an amount equal to the balance accumulated in his or her Account as
described in Paragraph 8 below. Funds credited to Accounts shall not be required
to be segregated from the general funds of the Company or any Subsidiary.

          (b) Subsequent Subscription Agreements. Any Participant may file a
Subscription Agreement subsequent to his or her filing an initial Subscription
Agreement changing the terms of his or her participation in accordance with
Section 6 of the Plan.

          (c) Restrictions Applicable to Shares. Notwithstanding anything to the
contrary contained herein, all Shares purchased by an Eligible Employee pursuant
to the Plan shall be held in such Eligible Employee's Investment Account until
the end of the Restricted Period (as hereinafter defined) applicable to such
Shares. The Eligible Employee shall have no right to obtain certificates for
Shares during the Restricted Period applicable to such Shares, nor shall such
Eligible Employee have any right to sell, transfer or otherwise dispose of
Shares during the Restricted Period applicable to such Shares. For purposes of
this Section 5(c), the "Restricted Period" applicable to a Share means the
period ending on the one year anniversary of the last day of the Offering Period
during which such Share was purchased. In the event a Participant's employment
with the Company or any Subsidiary terminates for any reason other than death,
disability (as defined in the Code) or retirement, the Company shall have the
right, but not the obligation, to purchase from such Participant any Shares that
are still within the Restricted Period applicable to such Shares for the lesser
of the original Purchase Price of such Shares or the Fair Market Value of such
Shares at the time to the Participant's termination of employment. In the event
a Participant's employment with the Company or any Subsidiary terminates by
reason of death, disability (as defined in the Code) or retirement, all Shares
purchased by such Participant shall cease to be subject to a Restricted Period.

                                       A-5

<PAGE>

     6. Subsequent Subscription Agreements and Deduction Changes. A Participant
may at any time decrease his or her payroll deduction by filing a new
Subscription Agreement with the Committee during an Offering Period which will
supersede any prior Subscription Agreement. If administratively practicable, and
at the Committee's discretion, such decrease in a Participant's payroll
deduction shall be effective as of the first day of the payroll period following
the receipt by the Committee of the new Subscription Agreement or as of such
other date no later than thirty (30) days after receipt by the Committee of the
new Subscription Agreement as the Committee determines. Other than as provided
in the case of a termination of participation under Paragraph 8 below, such
change in the rate of regular payroll deductions may not be made more than once
during each Offering Period. During the two week period immediately preceding
the start of each new Offering Period, a Participant may increase or decrease
his or her payroll deduction effective as of the next Offering Period by filing
a new Subscription Agreement with the Committee. If a Participant does not file
a new Subscription Agreement with the Committee, the terms of the previously
submitted Subscription Agreement shall remain in effect for each subsequent
Offering Period. Notwithstanding anything contained herein to the contrary, a
Participant may file a new Subscription Agreement at any time for the sole
purpose of changing his or her designation of beneficiary.

     7. Statutory Limit on Purchase of Shares.

          (a) No employee may be granted a right to purchase Shares under the
Plan if immediately following such grant, such employee would have rights to
purchase equity securities under all plans of the Company and Subsidiaries, that
are intended to meet the requirements of section 423 of the Code, that accrue at
a rate which exceeds $25,000 of Fair Market Value (determined at the time the
rights are granted) for each calendar year in which such rights to purchase
Shares are outstanding at any time. For purposes of this Paragraph 7:

             (i) The right to purchase Shares accrues when the right (or any
portion thereof) first becomes exercisable during the calendar year;

             (ii) A right to purchase Shares which has accrued under one grant
of rights under the Plan may not be carried over to any other grant of rights;
and

             (iii) The limits of this Paragraph 7 shall be interpreted by the
Committee in accordance with applicable rules and regulations issued under
section 423 of the Code.

          (b) No employee may be granted a right to purchase Shares under the
Plan if, immediately following such grant, such employee would own stock
possessing 5% or more of the total combined voting power or value of all classes
of stock of the Company or a Subsidiary. In determining stock ownership for
purposes of the preceding sentence, the rules of section 424(d) of the Code
shall apply and stock which the employee may purchase under outstanding options,
including rights to purchase stock under the Plan, shall be treated as stock
owned by the employee.

                                       A-6

<PAGE>

     8. Termination of Participation and Withdrawal of Funds. A Participant may
at any time and for any reason, withdraw from participation in the Plan for an
Offering Period by filing a notice of withdrawal form with the Committee prior
to the last day of such Offering Period, in which case the entire balance
accumulated in his or her Account shall be paid to such Participant as soon as
practicable thereafter and no further payroll deductions shall be made pursuant
to the Plan. Partial withdrawals shall not be permitted. A Participant may
recommence participation in the Plan by submitting a new Subscription Agreement
to the Committee, which will be effective as of the next Offering Period which
commences after the date on which the Committee receives such Subscription
Agreement.

     9. Method of Purchase and Investment Accounts.

          (a) Exercise of Option for Shares. Each Participant having funds
credited to an Account on a Purchase Date shall be deemed, without any further
action, to have exercised on such Purchase Date, the option to purchase the
number of whole Shares which the funds in such Account would purchase at the
Purchase Price for the Offering Period, subject to the limit:

             (i) on the aggregate number of Shares that may be made available
for purchase to all Participants under the Plan during each Offering Period and
for the term of the Plan, as set forth in Paragraph 10; and

             (ii) on the number of Shares that may be made available for
purchase to any individual Participant, as set forth in Paragraph 7.

Such option shall be deemed exercised if the Participant does not withdraw such
funds before the Purchase Date. All Shares so purchased shall be credited to a
separate Investment Account established by the Committee or Agent for each
Participant. The Committee or Agent shall hold in its name or the name of its
nominee all certificates for Shares purchased until such Shares are withdrawn by
a Participant pursuant to Paragraph 11. No purchases of fractional Shares shall
be made pursuant to the Plan. Any funds left in a Participant's Account
following a Purchase Date shall be applied to the purchase of Shares on the next
Purchase Date, along with any additional funds added to such Participant's
Account as a result of subsequent payroll deductions, subject to Participants'
withdrawal rights against Accounts and the other limits of the Plan.

          (b) Dividends on Shares Held in Investment Accounts. All cash
dividends paid with respect to the Shares credited to a Participant's Investment
Account shall, unless otherwise directed by the Committee, be credited to his or
her Account and used, in the same manner as other funds credited to Accounts, to
purchase additional Shares under the Plan on the next Purchase Date, subject to
Participants' withdrawal rights against Accounts and the other limits of the
Plan.

          (c) Adjustment of Shares on Application of Aggregate Limits. If the
total number of Shares that would be purchased pursuant to Paragraph 9(a) but
for the limits described in Paragraph 9(a)(i) exceeds the number of Shares
available for purchase under the

                                       A-7

<PAGE>

Plan, then the number of available Shares shall be allocated among the
Investment Accounts of Participants in the ratio that the amount credited to a
Participant's Account as of the Purchase Date bears to the total amount credited
to all Participants' Accounts as of the Purchase Date. The cash balance not
applied to the purchase of Shares shall be held in Participants' Accounts
subject to the terms and conditions of the Plan.

     10. Shares Subject to Plan. The aggregate maximum number of Shares that may
be issued pursuant to the Plan is ninety-six thousand (96,000), subject to
adjustment as provided in Paragraph 18 of the Plan. In addition, the aggregate
maximum number of Shares that may be issued pursuant to the Plan during any
single Offering Period is six thousand (6,000), subject to adjustment as
provided in Paragraph 18 of the Plan. The Shares delivered pursuant to the Plan
may, at the option of the Company, be Shares purchased specifically for purposes
of the Plan, shares otherwise held in treasury or Shares originally issued by
the Company for such purpose.

     11. Withdrawal of Certificates. At any time there are Shares held in an
Investment Account for the benefit of a Participant to which the Restricted
Period and the restrictions and Company repurchase rights, as described in
Section 5(c) above, are no longer applicable, such Participant shall be entitled
to withdraw a certificate or certificates for all or a portion of such Shares by
giving written notice to the Company, provided, however, that (a) no such
request may be made more frequently than once per Offering Period and (b) no
Participant shall be entitled to receive a certificate for any fractional Share.

     12. Registration of Certificates. Each certificate withdrawn by a
Participating Employee may be registered only in the name of the Participant,
or, if the Participant so indicated on the Participant's Account, in the
Participant's name jointly with a member of the Participant's family, with right
of survivorship. A Participant who is a resident of a jurisdiction which does
not recognize such a joint tenancy may have certificates registered in the
Participant's name as tenant in common or as community property with a member of
the Participant's family without right of survivorship.

     13. Voting. The Committee or Agent shall vote all Shares held in an
Investment Account in accordance with the Participant's instructions.

     14. Rights on Retirement, Death or Other Termination of Employment. In the
event of a Participant's retirement, death or other termination of employment,
or in the event that a Participant otherwise ceases to be an Eligible Employee,
(a) no payroll deduction shall be taken from any pay due and owing to the
Participant thereafter, and the balance in the Participant's Account shall be
paid to the Participant or, in the event of the Participant's death, to the
person or persons designated as the Participant's beneficiary on Participant's
most recently filed Subscription Agreement, or if no beneficiary has been
designated, to the person to whom the Participant's rights shall have passed
under the laws of descent and distribution, and (b) a certificate for the Shares
credited to the Participant's Investment Account will be forwarded to the
Participant (or, in the event of the Participant's death, to the person or
persons designated as the Participant's beneficiary on Participant's most
recently filed Subscription Agreement, or if no

                                       A-8

<PAGE>

beneficiary has been designated, to the person to whom the Participant's rights
shall have passed under the laws of descent and distribution). Notwithstanding
the foregoing, a Participant's rights to a certificate for Shares held in the
Participant's Investment Account shall be subject to the restrictions and the
right of the Company to repurchase such Shares pursuant to Section 5(c) above.

     15. Rights Not Transferable. Except as permitted by Paragraph 14, rights
under the Plan are not transferable by a Participant and are exercisable during
the employee's lifetime only by the employee.

     16. No Right to Continued Employment. Neither the Plan nor any right
granted under the Plan shall confer upon any Participant any right to
continuance of employment with the Company or any Subsidiary, or interfere in
any way with the right of the Company or Subsidiary to terminate the employment
of such Participant.

     17. Adjustments in Case of Changes Affecting Shares. In the event of a
subdivision of outstanding Shares, or the payment of a stock dividend, the Share
limit set forth in Paragraph 10 shall be adjusted proportionately, and such
other adjustments shall be made as may be deemed equitable by the Committee. In
the event of any other change affecting Shares (including any event described in
section 424(a) of the Code), such adjustment, if any, shall be made as may be
deemed equitable by the Committee to give proper effect to such event, subject
to the limitations of section 424 of the Code.

     18. Amendment of the Plan. The Board of Directors of the Company may at any
time, or from time to time, amend the Plan in such manner as it may deem
advisable. Nevertheless, the Board of Directors of the Company may not (i)
increase the maximum number of shares that may be issued pursuant to the Plan
(ii) materially increase the benefits accruing to Participants under the Plan,
or (iii) modify the requirements as to eligibility for participation in the Plan
without obtaining approval, within twelve months before or after such action, of
the Company's stockholders in accordance with all applicable provisions of the
corporate charter, by-laws and applicable state law prescribing the method and
degree of stockholder approval required for the issuance of corporate stock or
options, provided, that if no such applicable state law exists, the approval
must be by vote of a majority of the votes cast at a duly held meeting of the
stockholders at which a quorum representing a majority of all outstanding voting
stock of the Company is, either in person or by proxy, present and voting on the
matter or by a method and in a degree that would be treated as adequate under
applicable state law in the case of an action requiring stockholder approval.

     19. Termination of the Plan. The Plan and all rights of employees under any
offering hereunder shall terminate on December 31, 1999 or at any earlier time
at the discretion of the Board of Directors. Upon termination of this Plan, (i)
all amounts in the Accounts of Participants shall be carried forward into the
Participant's Account under a successor plan, if any, or promptly refunded, and
(ii) all certificates for the Shares credited to a Participant's Investment
Account shall be forwarded to him or her.

                                       A-9

<PAGE>

     20. Governmental Regulations.

          (a) Anything contained in this Plan to the contrary notwithstanding,
the Company shall not be obligated to sell or deliver any Shares certificates
under this Plan unless and until the Company is satisfied that such sale or
delivery complies with (i) all applicable requirements of the governing body of
the principal market in which such Shares are traded, (ii) all applicable
provisions of the Securities Act of 1933, as amended (the "Act"), and the rules
and regulations thereunder and (iii) all other laws or regulations by which the
Company is bound or to which the Company is subject.

          (b) The Company (or a Subsidiary) may make such provisions as it may
deem appropriate for the withholding of any taxes or payment of any taxes which
it determines it may be required to withhold or pay in connection with any
Shares. The obligation of the Company to deliver certificates under this Plan is
conditioned upon the satisfaction of the provisions set forth in the preceding
sentence.

     21. Section 16 Restrictions for Officers and Directors. Notwithstanding any
other provision of the Plan, each officer (for purposes of Section 16 of the
Securities Exchange Act of 1934, as amended (the "Exchange Act")), and director
of the Company shall be subject to such restrictions as are required so that
transactions under the Plan by such officer or director shall be exempt from
Section 16(b) of the Exchange Act.

     22. Repurchase of Shares. The Company shall not be required to repurchase
from any Participant any Shares which such Participant acquires under the Plan.

                                      A-10



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