Hear Atlast, Retailer of Sonomax Products in Wal-Mart Stores Goes Public

MONTREAL, QUEBEC--(Marketwire - Nov. 2, 2007) - Sonomax Hearing Healthcare Inc. (TSX VENTURE:SHH) is a key contract supplier to the rapidly expanding chain of HearAtLast Hearing Stores owned by HearAtLast Inc., a wholly owned subsidiary of HearAtLast Holdings Inc. (OTC.PK : HRAL). In a series of recent announcements, HearAtLast made it known that its shares are now publicly traded. The company also announced that it has opened additional locations in Richmond Hill and Markham, bringing to ten the number of stores it has now opened under its master licensing agreement with Wal-Mart Canada, Inc., a wholly-owned subsidiary of Wal-Mart International Inc. (NYSE: WMT), and that under that same agreement it will be opening its first Sam's Club location in Vaughn, Ontario next week. The Sam's Club model is a specially designed, prefabricated, portable, modular, structure which can be broken down and reassembled in various locations throughout the store, and can be installed in new locations without the need to obtain building permits, which will make possible store expansions at a considerably more rapid rate. A complete list of HearAtLast stores can be found at www.hearatlast.com.

Building upon this positive news, HearAtLast also announced that it has formed an alliance with American Express Corporation (NYSE:AXP) and Wal-Mart to help conquer hearing loss with the launch of a special American Express $100 Giftcard promotion.

Products sold at HearAtLast stores by Sonomax and its subsidiary, VitaSound Audio Inc. include hearing aids, earpieces for MP3 players, Bluetooth(TM) cellular telephone earpieces, and hearing protection products.

"The training of personnel in all ten HearAtLast stores to custom fit retail consumers with Sonomax technology is proceeding as planned," said Nick Laperle, President of Sonomax. "We are confident that the training will be complete across the HearAtLast chain in time for the Holiday season, when families will have the opportunity to provide the gift of hearing to their loved ones and friends. Our products include affordable hearing aids, high performance but safe earphones, and a range of other products that are state-of-the-art."

Mr. Laperle went on to congratulate Mr. Mathew Sacco, Mr. Robert Oswald, Dr. Randy Lacey, and the entire team at HearAtLast on their becoming a publicly traded company, and for all that they have accomplished in a surprisingly short period of time. "Possessed of the capital necessary for growth, its excellent relationship and associated licensing arrangement with Wal-Mart, and with the leading-edge new-age proprietary technologies in its arsenal, HearAtLast is well positioned to change the landscape of hearing healthcare. We are delighted to be involved as a key supplier of HearAtLast's paradigm shifting business model."

About Sonomax

Sonomax Hearing Healthcare Inc (TSX VENTURE:SHH) is a leader in the development and manufacturing of intra-ear technology. Its products include revolutionary hearing protection devices, affordable hearing aids, and multi-purpose earphones for the consumer entertainment and communications markets. The company's patented custom-fit, instant-fit expansion earpieces deliver a perfect acoustic seal every time and can be certified by SonoPass(R), the company's proprietary proof-of-performance software. Building on its technological leadership in hearing protection, Sonomax is expanding the applications for its technologies into high growth consumer markets such as MP3 audio, multi-media, gaming earphones, and Bluetooth(R) headsets for telephony, through its subsidiary VitaSound Audio Inc, based in Ontario.

About HearAtLast

HearAtLast Holdings, Inc. is a Nevada corporation that owns and operates its wholly-owned subsidiary HearAtLast Inc., a chain of hearing stores specializing in the sale of digital hearing aids and testing services. The company develops, owns, and operates hearing aid clinics co-located within select Wal-Mart stores throughout Canada. HearAtLast facilities sell a selection of high quality brand name hearing aids and also offer complimentary screening tests, clinical hearing tests, instant custom MP3 headphones and custom hearing protection. The Company's mission is to consolidate the highly fragmented hearing services industry while providing unparalleled service to the estimated 30+ million hearing impaired individuals throughout North America. After a prescription is approved, the independent on-site audiologists and hearing aid practitioners at HearAtLast utilize a refined process to dispense a hearing aid in about an hour.

Please feel free to visit our website at: www.sonomax.com

This news release contains certain forward-looking statements that reflect the current views and/or expectations of Sonomax Hearing Healthcare Inc. with respect to its performance, business and future events. Such statements are subject to a number of risks, uncertainties and assumptions. Actual results and events may vary significantly.

The TSX Venture Exchange has not reviewed and does not accept responsibility for the adequacy or accuracy of this release.
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