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TheStreet Open House

Sears Holdings Appoints Global Licensing Agent

Stocks in this article: SHLD

HOFFMAN ESTATES, Ill., April 5, 2012 /PRNewswire/ -- Sears Holdings today announced that its Kenmore, Craftsman and DieHard business unit ("KCD") has appointed Leveraged Marketing Corporation of America (LMCA) as its exclusive global licensing agent. The agreement with LMCA supports KCD's global initiatives to extend the Kenmore®, Craftsman® and DieHard® brands to new product categories and geographic markets, both within Sears Holdings and externally. LMCA will work closely with KCD to identify, evaluate and manage licensing opportunities around the world.

"This global licensing initiative for Kenmore, Craftsman and DieHard is aligned with our plans to strategically utilize our brands and other key assets to increase their long-term value," said Lou D'Ambrosio, Sears Holdings' chief executive officer and president. "We will continue to focus on delivering the quality and value of three of America's most iconic brands to our customers and members, enhancing our company's position as a leading integrated retailer."

"Our strategies to build the strength of Kenmore, Craftsman and DieHard brands center on outstanding quality and reaching new customers and creating new brand enthusiasts, both in the U.S. and abroad," said Michael Castleman, president of KCD. "LMCA is a long-time leader in corporate trademark licensing, and their experienced senior team and global reach will help us execute this component of our strategies," Castleman said.

"Kenmore, Craftsman and DieHard are three of America's most respected and trusted brands," said Allan Feldman, president and CEO of LMCA.  "LMCA is very excited to be working with KCD, Sears Holdings and these great brands. We believe some of the most successful and innovative companies in the world will be interested in licensing them. With over 70 percent of the Fortune 500 already licensing their brands to create new revenue streams more efficiently, this is a very logical step for KCD."

Kenmore – For 99 years, the Kenmore brand has been a leader in home appliances. Today, the Kenmore brand is found in the homes of more than 100 million Americans. The Kenmore brand delivers smart and stylish innovations that help customers do things quicker, easier and better. Kenmore continues to raise the bar with industry-leading products across not only large and small appliances but also floorcare, housewares, patio and home environment.

Craftsman – For nearly 85 years, the Craftsman brand has been synonymous with trust, inspiring brand loyalty among customers for its hand tools, power tools, lawn and garden and other products. Not only is Craftsman the number one brand for quality according to American men, it also stands for innovation in the development of tools that increase both productivity and safety. In 2011 alone, the Craftsman brand was honored with 19 recognitions, including "Power Tool Brand of the Year" by the Harris Poll 2011 EquiTrend® study and, for the third consecutive year, "Top Hand Tool Brand" by the Popular Mechanics Reader's Choice Award. In addition, Popular Science magazine bestowed its "Best of What's New" recognition on the revolutionary Craftsman Quick Boost Charger.

DieHard – For more than 45 years, the DieHard brand has built a legacy of innovation. Today, DieHard is the "Most Trusted" and "Most Preferred" automotive battery brand in America. Introduced in 1967, the DieHard automotive battery was designed to produce 35 percent more usable starting power than other similar batteries. During testing, not a single failure was reported in over 26,000 starts in temperatures ranging from sub-zero to more than 100 degrees, hence the name "DieHard."

About Sears Holdings Corporation

Sears Holdings Corporation is a leading broadline retailer with over 4,000 full-line and specialty retail stores in the United States and Canada.  Sears Holdings is the leading home appliance retailer as well as a leader in tools, lawn and garden, consumer electronics and automotive repair and maintenance.  Recipient of the 2012 ENERGY STAR® program's highest honor: the ENERGY STAR "Corporate Commitment Award" for Product Retailing and Energy Management.  Key proprietary brands include Kenmore, Craftsman and DieHard, and a broad apparel offering, including such well-known labels as Lands' End, Jaclyn Smith and Joe Boxer, as well as the Apostrophe and Covington brands.  It also has the Country Living collection, which is offered by Sears and Kmart.  We are the nation's largest provider of home services, with more than 11 million service calls made annually.  Sears Holdings Corporation operates through its subsidiaries, including Sears, Roebuck and Co. and Kmart Corporation.  For more information, visit Sears Holdings' website at www.searsholdings.com. Twitter: @searsholdings | | Facebook: http://www.facebook.com/SHCCareers

About LMCA

LMCA specializes in building brand extension licensing programs. Clients served consist of US and multinational consumer, commercial and not-for-profit organizations, including Agfa, American Dental Association, Arm & Hammer, AT&T (International), Black Flag, Car and Driver, Easter Seals, Eastman Kodak, Eddie Bauer, Frigidaire, Heifer, Mack Trucks, Melitta, Mensa, Metropolitan Home, New York Philharmonic, Pepsi ( China), Playtex, Red Wing, Road & Track, Roto-Rooter, San Diego Zoo, Snuggle, Tempur-Pedic, The "21" Club, Winchester, Westinghouse and others. The firm is a 25 year old pioneer in strategic brand extension licensing and has engineered over 400 license agreements. LMCA's work ranges from program conceptualization through full development and implementation. The firm also owns ProdigyWorks, which provides clients with ideation services by tapping into the brain-power of the top IQ's in the world. LMCA has offices in New York, Atlanta, Boston, St. Louis and Shanghai, and has international experience in more than 100 foreign countries.

Contact Information:

Larry CostelloSears Holdings (847) 286-9036 Larry.costello@searshc.com

Margie Smith msmith@lmca.net

SOURCE Sears Holdings Corporation

Copyright 2011 PR Newswire. All rights reserved. This material may not be published, broadcast, rewritten or redistributed.

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