The Craftsman® Brand Creates the Ultimate Workshop for Automotive Do-It-Yourselfers Inside the Petersen Automotive Museum's Exclusive "Vault"

LOS ANGELES, July 27, 2011 /PRNewswire/ -- The Craftsman Experience, the ultimate DIY-playground and production studio that brings visitors and viewers face-to-face with the newest Craftsman tools is launching a second venue today with a grand opening reception hosted by Motor Trend Radio's Alan Taylor at the historic Petersen Automotive Museum. Over the coming months, the Craftsman Experience – Los Angeles will serve as the ultimate interactive production studio for automotive enthusiasts capturing a series of demonstrations hosted by industry experts to showcase the advantage of Craftsman innovations in automotive repair.  The first webcast from Craftsman Experience – LA will feature the rarely-before-seen "Vault" inside the Petersen Automotive Museum, a treasure trove of automotive history.

The successful original Craftsman Experience opened in Chicago in August 2010 and is a unique brand immersion center and social media hub that streams live demonstrations and special events over the Web and serves as the studio for an Internet-based radio station. Consumers in Southern California will have the unique opportunity to register to attend one of several exclusive closed-set productions featuring well-known automotive industry personalities, including American muscle car author and photographer David Newhart, racing legend Vic Edelbrock and DIY expert/handyman Karl Champley.

What's Online

Visitors to Facebook.com/Craftsman and Craftsman's page on YouTube.com/Craftsman will be able to find the latest schedule of broadcasts and view live video footage from their computer.  Visitors to Craftsman.com will be able to find the latest on the Craftsman Experience, stay up-to-date on upcoming events, and register for a chance to sit in on a taping live from the Petersen Museum.

"The Petersen Museum is the epicenter of car culture on the West Coast making it the most appropriate place to engage with automotive enthusiasts, professionals and others passionate about automotive innovation," said Kris Malkoski, vice president and general manager of Craftsman. "Given Craftsman's rich history and continued contribution to creating innovative tools to make automotive care better and easier, it's a logical extension to give viewers a look into automotive history with stories from industry legends like Vic Edelbrock."

In the coming months, the Craftsman Experience will take to the streets for "Craftsman on the Road," providing an exclusive behind-the-scenes look at the premiere automotive events around the country including Hot August Nights, Pebble Beach Concours D'Elegance and the Specialty Equipment Market Association (SEMA) show in Las Vegas.

"Craftsman has deployed a multifaceted approach to the 'Experience' by engaging with our passionate fan base and promoting the brand through a variety of platforms, including online engagement on Facebook, providing robust video content on YouTube, and through in-person activations designed to give DIYers the tools to take their passion to the next level," said Ryan Ostrom, divisional vice president, KCD Brands.

For more than 80 years, the Craftsman brand has developed trusted new product innovations that reflect the brand's commitment to quality, durability and value. The Craftsman brand was ranked as the most trusted tool brand in America in the 2008 Harris Interactive Equitrend Brand Study. For more information, log on to www.craftsman.com.

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, consumer 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 Craftsman