Sears Canada Enters into Strategic Alliance with Buffalo International to Build Nevada Apparel

Buffalo to Design, Create and Supply Men's and Women's Nevada Brand

TORONTO, Jan. 17, 2013 /CNW/ - Sears Canada Inc. (TSX: SCC) announced today that it has entered into a strategic alliance with Buffalo International Inc. to design and manufacture Sears entire line of Nevada denim-based apparel.  The Nevada lifestyle brand as interpreted by Buffalo will encompass men's and women's apparel and be available in Sears stores beginning in Fall 2013.

"As we focus on improving our merchandise offering, we are exploring relationships with best-in-class designers to help us improve the fashionability and salability of our key brands, and Buffalo represents that elevated level of product in the denim-casual category," said Calvin McDonald, President and Chief Executive Officer, Sears Canada Inc.  "The 25-45 age range is a key segment for us to reach as we continue our Transformation journey to become relevant to more Canadians coast to coast, and we expect that Buffalo's design and sourcing capability will help us attract these customers more successfully."

Buffalo is a highly respected, internationally renowned brand and its design team will now extend this authentic approach, great fit and styling expertise to Sears with a focus on value… modernizing the Nevada brand with selling prices in the traditional Sears range.

"Working with successful designers and organizations who can provide immediate credibility and continuity to our brands and services is a strategy we will continue to implement," continued Mr. McDonald.  "Relationships like these can bring more to Canadian families than individual efforts and significantly increase the role Sears plays in the everyday lives of our customers."

"We have always admired the Nevada brand and what it represents to the Canadian consumer," said Gaby Bitton, CEO Buffalo International.  "Great fashion with strong value is a formula we apply to all of our businesses which is why we are all very excited about this new partnership and the opportunity to work with the Sears merchandising team on the Nevada lifestyle."

About Sears Canada
Sears Canada is a multi-channel retailer with a network that includes 195 corporate stores, 269 hometown dealer stores, 8 home services showrooms, over 1,500 catalogue and online merchandise pick-up locations, 102 Sears Travel offices and a nationwide home maintenance, repair, and installation network. The Company also publishes Canada's most extensive general merchandise catalogue and offers shopping online at www.sears.ca.

About Buffalo
Buffalo is a lifestyle brand that translates across international boundaries. The label now spans 18 countries in over 3000 locations and is sold in better department and specialty stores as well as in its own retail stores. The brand has always remained true to its roots of producing quality garments with fashionable edge and global appeal.

SOURCE: Sears Canada Inc.