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Sears reenters category it exited four years ago


Sears Holding Corp. is hoping to capitalize on the upswing in home improvement projects.

The retailer announced it is bringing back paint and related accessories to its stores under three different brands: Craftsman, Weatherbeater and Easy Living. It’s the first time the Craftsman brand will be extended to the paint category.

Sears will test the new offerings in 23 stores nationwide before a chainwide rollout.

"After stepping away from the paint business in 2012, we are seeing the demand from our customers to bring it back,” said Dean Schwartz, VP of tools, lawn and garden at Sears. “With updated paint mixing technology, and by enlisting dedicated and trained associates, we are confident the time is right to re-enter the category and fill a need for our members."

The three brands will span a variety of uses. The EasyLiving brand is intended from interior application, while the Weatherbeater brand is for use on front doors, siding, trim and shutters. The Craftsman brand is for use directly on metal, porches, garage floors, etc.

“This is an exciting moment as the Craftsman brand is entering the paint category for the first time,” said Tom Park, president of Kenmore, Craftsman and DieHard brands. “Earlier this year, our other flagship brands Kenmore and DieHard entered new categories with TVs and tires, respectively. “

Test markets for Sears’ new paint selections include: Albany, N.Y., Glen Burnie, Md., Oak Brook, Ill., Aurora, Ill., Des Moines, Iowa, Westland, Mich., Sterling Heights, Mich., Novi, Mich., Livonia, Mich., Saginaw, Mich., Flint, Mich., Muncie, Ind., Altoona, Pa., Lansing, Mich., Louisville, Ky., Whitehall, Pa., Wilmington, Del., Moorestown, N.J., Pittsburgh, Greensburg, Pa., Waldorf, Md., St. Clairsville, Ohio., Niles, Ohio.

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