Statement From Irv Neger, Senior Vice President, Apparel, Sears

Statement From Irv Neger, Senior Vice President, Apparel, Sears

SEARS TO LAUNCH EXCLUSIVE APPAREL LINE BY LL COOL J

HOFFMAN ESTATES, Ill., May 27 /PRNewswire-FirstCall/ -- Irv Neger, Senior Vice President, Sears Apparel, issued the following statement:

As part of an ongoing commitment to increase our relevance in the apparel industry, and bring fashions to our customers that are both on-trend and affordable, Sears will be rolling out an exclusive LL Cool J clothing collection in its fall assortment. The collaboration between LL Cool J and Sears is the result of significant research on our part to choose an aspirational label that can be accessible to all. Key considerations in this selection included choosing a persona that had broad demographic appeal, representing the true cross-section of the American public that Sears embodies, and working with someone who would be committed to making the good life attainable to our customers.

Not only is LL Cool J a pop culture phenomenon, his legitimacy and his talent have stood the test of time. His career has spanned more than two decades, culminating in 10 platinum albums, two Grammy awards and an NAACP Image Award in recognition of his contributions. His staying power and his wide appeal are evidenced in many upcoming endeavors that will include the debut of his 13th album, a new television series, and film opportunities.

In essence, we wanted a brand that would resonate with an existing customer who desired authentic streetwear, and LL Cool J wanted an American icon retailer to which he could entrust his name and his vision.

Both LL Cool J and Sears have a history of being originators. As such, LL Cool J's line will speak to that shared story as well as reflect his artistry, his invention of an industry in addition to his longevity in multimedia, and his commitment to his family. This synergy will bring meaning to many facets of our marketing campaigns going forward as LL Cool J becomes the face of a new, strengthened product portfolio at Sears. The line will initially be carried in 450 stores with plans for increased distribution by holiday. Clothing will first be offered in juniors', kids', and young men's, with future plans for expansion to include accessories. This rollout signals our belief in the offering as well as our recognition of a need customers have to create an entire, authentic look. Apparel will hit stores across the country during the second week of September.

LL Cool J issued the following comment:

"I see the LL Cool J brand bringing families closer together. It was a priority for me to launch with a partner who connects with all of America and Sears does it best. One of the happiest times I can remember was my grandfather taking me to Sears every weekend when I was a child. I am pleased to bring an authentic brand to Sears customers across the county who represent those people and family members who influenced the person I am today."

ABOUT SEARS, ROEBUCK AND CO.

Sears, Roebuck and Co., a wholly owned subsidiary of Sears Holdings Corporation (NASDAQ:SHLD), is a leading broadline retailer providing merchandise and related services. Sears, Roebuck offers its wide range of home merchandise, apparel and automotive products and services through more than 2,400 Sears-branded and affiliated stores in the United States and Canada, which includes approximately 926 full-line and 1,100 specialty stores in the U.S. Sears, Roebuck also offers a variety of merchandise and services through sears.com, landsend.com, and specialty catalogs. Sears, Roebuck offers consumers leading proprietary brands including Kenmore, Craftsman, DieHard and Lands' End -- among the most trusted and preferred brands in the U.S. The company is the nation's largest provider of home services, with more than 13 million service calls made annually. For more information, visit the Sears, Roebuck website at http://www.sears.com/ or the Sears Holdings Corporation website at http://www.searsholdings.com/.

First Call Analyst:
FCMN Contact: laura.quandel@eurorscg.com

Source: Sears, Roebuck and Co.

CONTACT: Amy Dimond of Sears, Roebuck and Co., +1-224-735-8983

Web site:

http://www.sears.com/

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