Sears & Craftsman Brand To Build A House United

As the 2012 presidential election kicks into high gear during the Democratic and Republican National Conventions, Sears and their iconic Private Brand Craftsman brand are doing their part to build a “House United.” Along with non-profit Rebuilding Together, as well as Heroes at Home, NextGen Home built by Champion Home Builders and Bank of America, America’s most trusted tool brand is asking Americans across the country and delegates at both conventions to work together in a community service program to build a home for one of our country’s deserving military veterans.  By signing a petition at, people can join the Craftsman brand in encouraging their state delegates to participate.

As part of Craftsman House United, national TV personality and DIY expert Ty Pennington will lead the charge to build one half of a home during the Republican National Convention in Tampa, FL on Tuesday, August 28 and the other half of the home during the Democratic National Convention in Charlotte, NC on Monday, September 3.  Delegates, elected officials and their staff, convention attendees and media in both locations are invited to literally swing a hammer, nail 2 x 4s and paint walls alongside Pennington during the events.

“We did some pretty amazing things during my 10 years of traveling the US, renovating homes and ‘moving that bus.’ One thing I never had the chance to do was build parts of a home in two different cities, and then bring the two halves together,” said Pennington. “I am so excited and proud to be a part of the Craftsman House United program and provide a military veteran in need with a new home.”

“Although Americans may not always agree on political philosophies, Craftsman House United is a program that we can all stand behind,” said Michael Castleman, president, Kenmore, Craftsman and DieHard, SVP Sears Holdings.  “This community service initiative honors one of our military heroes and participating is just one way Americans can express appreciation for our military’s service to this country.”

Locations and times of the builds are as follows:

Republican National Convention Craftsman House United Build
Encore Development, between Harrison St. (N), Central St. (W) and Governor St. (E)
Tuesday, August 28
10 a.m. – 6 p.m.

Democratic National Convention Craftsman House United Build
CarolinaFest 2012
510 S. College St., across from the convention center between Tryon and College Streets.
Monday, September 3
10 a.m. – 6 p.m.

After the two halves of the home are built during the conventions, they will be united in Charlotte in the Belmont neighborhood during the month of October. In addition to donating the home to a deserving veteran in Charlotte, the Craftsman brand will also make a donation to the Housing Authority of the City of Tampa to help fund a program offering rental assistance to homeless veterans in the area. Tampa Housing Authority has partnered with the Department of Veterans Affairs (VA) in order to operate this program.

To learn more about Craftsman House United and to sign the petition encouraging your delegates to get involvement, please visit

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Christopher Durham
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.