Sears Launches New Entertainment-Driven Fashion Unit

Don't let it get away!

Keep track of the stocks that matter to you.

Help yourself with the Fool's FREE and easy new watchlist service today.

Starting with the pop star duo of Adam Levine and Nicki Minaj, Sears Holdings (NASDAQ: SHLD  ) 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 and, 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 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 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.

Read/Post Comments (0) | Recommend This Article (1)

Comments from our Foolish Readers

Help us keep this a respectfully Foolish area! This is a place for our readers to discuss, debate, and learn more about the Foolish investing topic you read about above. Help us keep it clean and safe. If you believe a comment is abusive or otherwise violates our Fool's Rules, please report it via the Report this Comment Report this Comment icon found on every comment.

Be the first one to comment on this article.

Compare Brokers

Fool Disclosure

Sponsored Links

Leaked: Apple's Next Smart Device
(Warning, it may shock you)
The secret is out... experts are predicting 458 million of these types of devices will be sold per year. 1 hyper-growth company stands to rake in maximum profit - and it's NOT Apple. Show me Apple's new smart gizmo!

DocumentId: 2359821, ~/Articles/ArticleHandler.aspx, 9/26/2016 6:34:12 AM

Report This Comment

Use this area to report a comment that you believe is in violation of the community guidelines. Our team will review the entry and take any appropriate action.

Sending report...

Today's Market

updated 2 days ago Sponsored by:
DOW 18,261.45 -131.01 -0.71%
S&P 500 2,164.69 -12.49 -0.57%
NASD 5,305.75 -33.78 -0.63%

Create My Watchlist

Go to My Watchlist

You don't seem to be following any stocks yet!

Better investing starts with a watchlist. Now you can create a personalized watchlist and get immediate access to the personalized information you need to make successful investing decisions.

Data delayed up to 5 minutes

Related Tickers

9/23/2016 4:00 PM
SHLD $11.54 Down -0.17 -1.45%
Sears Holdings CAPS Rating: *