Bolingbrook, Ill. – Sears opened its second and third CE and majap specialty stores today.
The new-format stores, plans for which were first announced in May, join an existing unit that opened in Indiana in July.
The Sears Appliances and Electronics stores are specialty prototypes that play up Sears’ strength in hardlines. Indeed, white goods has long been one of the best-performing categories for the struggling merchant, and the company’s recent focus on digital CE has increased sales dramatically in that sector.
The 20,000-foot prototypes, located in the Chicago suburbs of Mt. Prospect and Bolingbrook, Ill., offer the same mix of products found in the CE and majap departments of its largest full-line stores, albeit within a convenient strip center location.
‘Our appliance customer tells us that she wants more shopping convenience, so we’re testing this format as a way to grow these categories by presenting them in off-mall, neighborhood locations,’ said Sears’ hardlines president Lyle Heideman.
In announcing the concept last spring, chairman/CEO Alan Lacy suggested that Sears could ultimately open as many as 100 of the freestanding specialty stores.