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Kmart Opens Sears Major Appliance Store

7/20/2009 02:48:17 PM Eastern

Birmingham, Ala.
- Sears Holdings has opened its first
Sears-branded major appliance shop inside a Kmart store.

The store-within-a-store opened earlier this month at a Kmart in Birmingham,
Ala. The shop, situated
in the former garden department, has its own entrance and checkout counters,
and provides a wider assortment of white goods than the 280 Kmarts that
presently carry majaps. The selections there are narrow, a Sears spokesperson
indicated, and are generally limited to opening-price-points models.

The appliance store will carry Sears branding, including the
chain's "Blue Appliance Crew" marketing collateral, and the main sign atop the
Kmart will be amended to read Kmart Sears Appliances.

Sears is planning to roll out majap stores to additional Kmart locations
in the near future, the spokesman said. The effort is seen as a way to boost
majap sales and market share by leveraging Kmart's real estate. Unlike Sears
stores, which are largely located in shopping malls, Kmart stores tend to be
situated in strip malls, which many shoppers prefer for their easier access.