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Sears Launches New Entertainment-Driven Fashion Unit

By Rich Duprey - Apr 11, 2013 at 9:09PM

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Retailer seeks to energize social shopping platform with lifestyle fashions of pop stars.

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

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