Kenmore Majaps Heading To 50 Kmarts

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Major appliances, including products under Sears' private label Kenmore brand, will be sold in about 50 Kmart stores by year's end as the two mega merchants begin sharing assortments and consolidating their businesses (see related story, p. 49).

In its second-quarter earnings report, the combined entity, Sears Holdings, indicted that it is remodeling certain Kmart stores, where the expected financial returns merit the required capital outlay, to include “broad offerings” of white goods and other categories like tools where Sears maintains a strong private label presence.

Four Kmart stores were carrying majaps as of July 31, the company indicated.

Sears said the move will enable the company to better differentiate itself from other mass market retailers, and intends to continue its rollout of home appliances, including Sears Kenmore products, into Kmart and Sears Essentials locations over the next several years. The rollout represents “a means of expanding [our] points of distribution in response to competitor outlet growth,” the company said.

Sears Holdings is converting some 400 Kmart stores to its new Sears Essentials format, which adds quick-turn convenience items like health and beauty aids, food, pet supplies and toys to Sears' core hardlines assortment, all within a midsize footprint.


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