Sears opens first Fashion Outlet

Hoffman Estates, Ill. Sears Holdings opened its first store under the Sears Fashion Outlet banner on Friday, at Discovery Mills, in Lawrenceville, Ga.

The 30,000-sq.-ft. store carries end-of-season, discontinued, and overstock apparel, accessories and home fashions such as bedding from both Sears and Kmart stores. Items are priced 60% to 80% off the retail price. The Discovery Mills store is Sears first outlet format devoted to soft goods. Currently, Sears operates 99 Sears Outlet stores, which are mainly devoted to appliances, fitness equipment and hard goods.

"Sears' first Fashion Outlet provides a great format for shoppers to buy many of our name brands like Lands' End, Dockers, Apostrophe, Country Living and Cannon at bargain hunter prices," said Jamie Brooks, VP and president, Sears Outlet. “We wanted to bring great customer service and even bigger bargains to our apparel customers with an outlet dedicated entirely to fashion and home and thought the Discovery Mills was the perfect location."

The store will hold its official grand opening on May 15.