NEW YORK-Sears and Kmart unveiled a merchandising program for its home offerings next spring that will be focused on color at an all-day event held at the Bryant Park Hotel here today.
Positioned as “the perfect cure for spring fever,” the as-yet-untitled campaign will encompass home products ranging from housewares to tabletop, textiles, hard bath accessories, lighting and luggage. It will debut with presentations of all of these products in vibrant shades of purple. The program will then evolve into merchandise offered in shades of vivid red and orange, and then change to items in shades of blue and green.
All of Sears’ and Kmart’s home brands will be represented, including Cannon, Sofia Vergara, Jaclyn Smith and Kardashian. The offerings will also include Sears’ private-label Color Mate brand and Kmart’s private label brand, Essential Home.
The program is an entirely new concept for both retail chains, said Rick Burbee, divisional vice president of product development for Sears Holdings, parent of both Sears and Kmart. “Color is so compelling,” Burbee told HFN. “You’re drawn to colors when you shop for your home. Also, it’s an easy way for the stores to establish their merchandise in the home area.”