Sears Introduces Craftsman® Brand Paint; Brings Back The Iconic Weatherbeater And Easy Living Brands

Paint is Back at Sears as the Retailer Expands Its Home Improvement Offering with More Than 2,400 Colors

HOFFMAN ESTATES, Ill., Aug. 30, 2016 /PRNewswire/ -- With home improvement projects on the rise due to a strong housing market1, Sears is bringing paint back to its stores with offerings for every use and every price point - providing convenience to its members, and making it the one-stop-shop for weekend warriors. The retailer is bringing trusted brands to the paint aisles - including Craftsman, Weatherbeater and Easy Living.

Paint offerings will be available in Sears home improvement sections, along with paint accessories, including everything needed to get the job done. Sears is dedicated to having a trained sales team in all paint stores to assist customers in finding the best product for their project.

Sears will be reintroducing paint in 23 stores across the country before rolling the offering out to all of its retail locations. Test markets include: Albany, N.Y., Glen Burnie, Md., Oak Brook, Ill., Aurora, Ill., Des Moines, Iowa, Westland, Mich., Sterling Heights, Mich., Novi, Mich., Livonia, Mich., Saginaw, Mich., Flint, Mich., Muncie, Ind., Altoona, Pa., Lansing, Mich., Louisville, Ky., Whitehall, Pa., Wilmington, Del., Moorestown, N.J., Pittsburgh, Pa., Greensburg, Pa., Waldorf, Md., St. Clairsville, Ohio., Niles, Ohio.

"After stepping away from the paint business in 2012, we are seeing the demand from our customers to bring it back. With updated paint mixing technology, and by enlisting dedicated and trained associates, we are confident the time is right to re-enter the category and fill a need for our members," said Dean Schwartz, vice president of Tools, Lawn and Garden at Sears.

"This is an exciting moment as the Craftsman brand is entering the paint category for the first time. Earlier this year, our other flagship brands Kenmore and DieHard entered new categories with TVs and tires, respectively. The addition of paint as a Craftsman category is a testament to the strength of these brands as they continue to play a role in the fabric of the American lifestyle," said Tom Park, president of Kenmore, Craftsman and DieHard brands.

Craftsman:

  • The Craftsman brand has been a trusted name in tools for nearly 90 years, and is now expanding its product offering by entering the paint category. Featuring canned enamels and rust preventative aerosols, Craftsman paint is perfect for use directly on metal, porches, garage floors, etc.
  • Price range: $5.99 - $32.99

Weatherbeater:

  • An exterior paint brand featuring fade, mold and mildew resistant properties, Weatherbeater is a trusted brand with a strong following of loyalists at Sears. Offered in more than 1,200 colors, it's intended for use on front doors, siding, trim and shutters.
  • Price range: $13.99 - $33.99

Easy Living:

  • Intended for interior application, Easy Living paint comes in over 1,200 colors, and offers one coat coverage for quick and easy paint jobs. Perfect for busy households, Easy Living is washable, mold and mildew resistant, and offers ultra-cover stain blocker.
  • Price range: $2.49 - $28.99

About Sears, Roebuck and Co.

Sears, Roebuck and Co., a wholly owned subsidiary of Sears Holdings Corporation (NASDAQ: SHLD), is a leading integrated retailer providing merchandise and related services and is part of Shop Your Way, 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. Sears, Roebuck offers its wide range of home merchandise, apparel and automotive products and services through Sears-branded and affiliated full-line and specialty retail stores. Sears, Roebuck also offers a variety of merchandise and services through sears.com and specialty catalogs. Sears, Roebuck offers consumers leading proprietary brands including Kenmore, Craftsman, and DieHard -- among the most trusted and preferred brands in the U.S. The company is the nation's largest provider of home services, with nearly 12 million service and installation calls made annually. For more information, visit the Sears, Roebuck website at www.sears.com or the Sears Holdings Corporation website at www.searsholdings.com.

About the Craftsman Brand

The Craftsman brand is America's most trusted tool brand. For more than 88 years, the Craftsman brand has developed innovative tools and products, earning a reputation for unsurpassed quality and durability, trusted for generations. The Craftsman brand offers a full range of hand and power tools that meet the needs of the DIY user to the demanding professional. In addition, the Craftsman brand also offers lawn and garden products and tool storage. The Craftsman brand also has a free membership program called Craftsman Club® which gives tool enthusiasts access to exclusive deals, members-only projects, expert tips and news on the latest tool innovations from the brand. Craftsman Club is part of the Shop Your Way® network, so points can be redeemed for purchases at Sears and Kmart and online at www.Craftsman.com. For more information, visit www.CraftsmanClub.com.

1Joint Center for Housing Studies of Harvard University, Leading Indicator of Remodeling Activity (LIRA), July 21, 2016

Larry Costello
PR Director
847-286-9036
Larry.Costello@searshc.com

Patrick Roach
Zeno Group
312-396-4396
Patrick.Roach@zenogroup.com

SOURCE Sears Holdings Corporation








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