Kenmore(R) Brand Launches its First Interactive Live Studio Experience in Chicago

CHICAGO, March 12 /PRNewswire-FirstCall/ -- The Kenmore® brand is heating things up in Chicago with the launch of its first interactive "Kenmore Live Studio," which will bring creativity and innovation together in a single location where consumers of all ages can explore their own talents. The brand has revived itself with a full makeover and the changes can be seen in everything from a new logo and product design, all the way through to its new Web site. Now the "Kenmore Live Studio" will take the brand to another new level with an interactive experience featuring video and social media capabilities unlike anything ever seen in the industry.

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The entire "Kenmore Live Studio" is equipped with cameras that will broadcast video via the Internet, so studio visitors will have the chance to share their voice with the world. Demonstrations by chefs, presentations or unveilings of new products will be shared in real time with those following the Kenmore brand via its social media page on Facebook.

"The Kenmore brand has been an icon in American homes for more than 82 years and we recognize that even great brands like Kenmore need to reinvent themselves periodically to continue to meet the changing needs of our customers," said Guenther Trieb, senior vice president and president of brands for Sears Holdings. "We're proud of the brand's recent evolution and now the 'Kenmore Live Studio' will give customers the opportunity to engage with the brand and see our new vision firsthand. The studio is going to be an open stage where anyone can come to share their creativity and ideas – they'll have the chance to inspire others and be inspired themselves."

The "Kenmore Live Studio," located in downtown Chicago at Huron and Wells (678 North Wells Street, Chicago IL 60654) will be open to the public every Thursday thru Sunday. Studio hours will be as follows:

• Thursdays and Fridays from 6-9 p.m. CT
• Saturdays and Sundays from 11 a.m.-2 p.m. CT and 6-9 p.m. CT

The "Kenmore Live Studio" will feature a fun and compelling calendar of events and activities throughout its duration, including cooking demonstrations by top chefs, tips and trends from designers and appearances by well-known Chicago talent.

Planned events and activities include:

• Thursday, March 11: Official opening with Stephanie Izard, Chicago chef and Top Chef Season Four winner, conducting cooking demonstrations from the Kenmore Live kitchen, while sharing her cooking tips and secrets throughout the night. Chef Roger Herring of Socca Restaurant and Chef Matt Wilde of Moonshine Restaurant will also be at the opening and be conducting demonstrations as well.
• Friday, March 12: Chef Roger Herring and Chef Matt Wilde will take over the Kenmore Live kitchen again and share some of their secrets behind the creation of their delicious dishes.
• Saturday, March 13: The studio will also feature home experts including Monica Fiels, organization expert and founder of Chaos to Order, who will share tips on organizing kitchens.

There will be something for everyone in the family at the "Kenmore Live Studio." Children will have a chance to flex their creative muscles in the "Kid Zone" area. Parents who think they have tackled every type of clothing stain, will have the chance to show their skills in the "Stain Station" area or enjoy a cup of fresh brewed coffee and surf the Internet at the "Kenmore Live Cafe."

Local groups and organizations have also signed on to participate in the studio. Visit Kenmore's Facebook page (www.facebook.com/kenmore) for a list of participating groups and organizations.

The studio will also put a spotlight on appliance design by presenting Kenmore appliances as works of art. The Kenmore appliance gallery will include the new line of Kenmore and Kenmore Elite® High-Efficiency Front Load laundry. From the sleek lines to a head-turning integrated square door design, to an innovative and intuitive control panel, the new High-Efficiency Front Load laundry pairs are a work of art. Studio visitors will have the opportunity to learn about the design and technology behind their development.

"We're looking forward to seeing how customers will interact in the 'Kenmore Live Studio' as their engagement will be the key to making this initiative a success," said Betsy Owens, vice president and general manager of Kenmore. "The studio is not a store – it's all about having customers engage with the brand directly and connect with the new side of the brand."

For more information on the Kenmore brand or to learn about upcoming "Kenmore Live Studio" events, visit www.facebook.com/kenmore.

About Sears Holdings Corporation

Sears Holdings Corporation is the nation's fourth largest broadline retailer with approximately 3,900 full-line and specialty retail stores in the United States and Canada.  Sears Holdings is the leading home appliance retailer as well as a leader in tools, lawn and garden, home electronics and automotive repair and maintenance.  Sears Holdings is the 2010 ENERGY STAR® Retail Partner of the Year.  Key proprietary brands include Kenmore, Craftsman and

DieHard, and a broad apparel offering, including such well-known labels as Lands' End, Jaclyn Smith and Joe Boxer, as well as the Apostrophe and Covington brands.  It also has the Country Living collection, which is offered by Sears and Kmart.  We are the nation's largest provider of home services, with more than 12 million service calls made annually.  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.

SOURCE Sears Holdings Corporation