Kenmore Seeks Brides to Star in Second Season of Reality Wedding Series

Hoffman Estates, Illinois based retailer Sears is promoting its iconic appliance Private Brand Kenmore with this unique wedding focused promotion. I love the fact that they leverage their brand experience store to create larger more significant engagement opportunities.

Planning to say, “I do?” Then the Kenmore brand wants you. Wedding season is upon us and the Kenmore brand is riding the wave of excitement with an open call for brides-to-be to join Bridal Wave, a live and online wedding show. The brand seeks eight future brides from across the country to join the Season Two cast with the chance to win a kitchen makeover worth $10,000. Featured in one of eight episodes, the cast and audience will receive the wisdom of the wedding world from leading experts in preparation for their big day.

Through June 15 brides-to-be can audition for Bridal Wave by submitting a short video on describing themselves and their wedding plans. Between June 16 and July 1 eight women will be selected to be featured on one show during the season. Throughout the series each contestant will host a blog on to share tips, provide inspiration, ask questions and receive advice from readers. At the end of the series the bride-to-be with the most reader and viewer engagement – via total number of comments, likes and interaction – will be awarded a $10,000 Kenmore kitchen makeover.

“Bridal Wave allows the brand to leverage original programming capabilities as enabled by the Kenmore Craftsman Live Experience and its social reach to touch the lives of brides in a meaningful way,” said Nolan Pike, vice president and general manager of the Kenmore brand. “We are excited to enable eight brides to inspire their friends, family and fans during one of the happiest, most memorable times of their lives – and to give one lucky lady a jump start on designing her first kitchen as a newlywed.”

Bridal Wave will live stream on the brand’s Facebook page from the new Kenmore Craftsman Brand Live Experience in downtown Chicago. The new venue combines flagship Sears brands into one innovative and interactive studio, providing the perfect platform for a virtual tidal wave of wedding advice, support, fun and excitement. During the show, live chat blog correspondents will be on hand to answer questions from viewers nationwide in real time.

Starting July 14, three pre-wave episodes will air to include advice from couples married for 25 years as well as newlywed knowledge from last year’s Bridal Wave cast members. The eight-week series premieres on August 4 airing on Saturdays. During each episode, brides will be joined by leading industry insiders to plan the wedding of their dreams – from honeymoons to catering, makeup and DIY, all the wedding bases will be covered. Participating experts include Debi Lilly, named by Oprah Winfrey as a best pro and owner of A Perfect Event and Toni Federici, founder of as featured in Martha Stewart Living.

To attend the live Saturday episodes at the Kenmore Craftsman Brand Live Experience, visit the Monday before each episode to request a ticket. Attendees will be selected by lottery. For a complete schedule of the show or to view the live video stream please visit .


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Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan). Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s. Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago. Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.