Sears Launches New Entertainment-Driven Fashion Unit

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Starting with the pop star duo of Adam Levine and Nicki Minaj, Sears Holdings announced the launch of a new lifestyle and entertainment-driven business unit called Shop Your Own Way Brands.

The fashion destination will be exclusively found at Sears.com and Kmart.com, with the purpose of delivering authentic apparel collections reflecting the authentic personal style of iconic artists from the worlds of music and entertainment. Promoting the idea that people can hitch their wagons to the stars, the new business unit will enable a naturally inspired social conversation through the ShopYourWay.com social shopping platform.

Brent Ullman, president and CEO of Star Branding, who will head up the business unit, said, "Our proven ability to create compelling entertainment based lifestyle brands combined with Adam Levine and Nicki Minaj's significant talent, and Sears Holdings' visionary position in retail and on-line communities create a powerful fashion proposition for the consumer."


Shop Your Way is a social shopping experience where members have the ability to earn points and receive benefits across a wide variety of physical and digital formats through ShopYourWay.com. It drove over 50% of the revenues at Sears Domestic and K-mart for the fourth quarter of 2012 and the full year.

Adam Levine is one of the stars of the reality TV show The Voice, while Nicki Minaj sits on the American Idol panel.

The article Sears Launches New Entertainment-Driven Fashion Unit originally appeared on Fool.com.

Fool contributor Rich Duprey has no position in any stocks mentioned. The Motley Fool has no position in any of the stocks mentioned. Try any of our Foolish newsletter services free for 30 days. We Fools may not all hold the same opinions, but we all believe that considering a diverse range of insights makes us better investors. The Motley Fool has a disclosure policy.

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