Sears Holdings Establishes New Business Unit Focused on Entertainment-Driven Fashion Brands Adam Levine and Nicki Minaj will be the first brands for the unit under leadership from Star Branding

HOFFMAN ESTATES, Ill., April 10, 2013 /PRNewswire/ -- Sears Holdings announces the creation of a new business unit called SHOP YOUR WAY Brands, focused exclusively on the development of entertainment-driven fashion and lifestyle brands. Leading this business unit is Bernt Ullmann and his team from Star Branding, whose partners include Tommy Hilfiger, Andy Hilfiger, and Joe Lamastra.

The business unit will be initially focused on the powerful new collections by Adam Levine and Nicki Minaj--the two new celebrity brands that will be available exclusively on ShopYourWay.com and Kmart.  Ullmann and his team will infuse the new business unit with their unique sense of strategic brand management, which will deliver authentic apparel collections that naturally inspire a social conversation enabled by the innovative ShopYourWay.com social shopping platform.  ShopYourWay.com redefines how consumers explore, experience, connect and shop and will power the launch of the Levine and Minaj collections.

"Under Bernt Ullmann and his team's leadership of this new business unit, SHOP YOUR WAY Brands will offer exciting new merchandise reflecting the authentic personal style of iconic artists from the worlds of music and entertainment," said Eddie Lampert, chairman and chief executive officer of Sears Holdings.  "We've already seen tremendous initial fan enthusiasm about the Adam Levine and Nicki Minaj apparel lines on ShopYourWay.com, with thousands of Members following Adam and Nicki long before their products are available." 

"Working with Sears Holdings, Adam Levine, Nicki Minaj and their fans is a very exciting opportunity," said Ullmann.  "Our proven ability to create compelling entertainment based lifestyle brands combined with Adam Levine and Nicki Minaj's significant talent, and Sears Holdings' visionary position in retail and on-line communities create a powerful fashion proposition for the consumer."

About Sears Holdings Corporation

Sears Holdings Corporation is a leading integrated retailer with over 2,600 full-line and specialty retail stores in the United States and Canada and the home of SHOP YOUR WAY, a social shopping experience where members have the ability to earn points and receive benefits across a wide variety of physical and digital formats through ShopYourWay.com.  Sears Holdings is the leading home appliance retailer as well as a leader in tools, lawn and garden, fitness equipment and automotive repair and maintenance. Key proprietary brands include Kenmore, Craftsman and DieHard, with a broad apparel offering, including such well-known labels as Lands' End, the Kardashian Kollection, Jaclyn Smith and Joe Boxer, as well as Sofia by Sofia Vergara and The Country Living Home Collection. We are the nation's largest provider of home services, with more than 15 million service and installation calls made annually and have a long-established commitment to those who serve in the military through initiatives like the Heroes at Home program. We have been named the 2011 Mobile Retailer of the Year, Recipient of the 2012 ENERGY STAR® "Corporate Commitment Award" for Product Retailing and Energy Management and one of the Top 20 Best Places to Work for Recent Grads. Sears Holdings Corporation operates through its subsidiaries, including Sears, Roebuck and Co. and Kmart Corporation.  For more information, visit Sears Holdings' website at www.searsholdings.com. Twitter: @searsholdings | |Facebook: http://www.facebook.com/SHCCareers.

About Star Branding

Star Branding is owned by Bernt Ullmann, Tommy Hilfiger, Andy Hilfiger and Joe Lamastra. Through strategic thinking, management, consulting and licensing, Star Branding enables clients to develop authentic global lifestyle brands fusing music, entertainment and fashion. The group harnesses the traits and characteristics that make their clients unique and develop a brand DNA that is shared across many products, such as apparel, footwear, jewelry, accessories, and fragrance. Star Branding oversees the process from start to finish to ensure quality, consistency and authenticity.

MEDIA CONTACTS:
Shannelle Armstrong-Fowler
Sears Holdings
(847) 286-0715
Shannelle.Armstrong-Fowler@searshc.com

SOURCE Sears Holdings Corporation



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