Sears Loses Share In Appliances & Restructures Org

James Coyle

Hoffman Estates, Illnois based retailer Sears has reorganized its major appliance business and a former Amazon consumer electronics merchant to help lead it. Under the new structure, the retailers major appliance unit has become a part of the home services operation, which is lead by the Sears Home Services president Arun Arora.

The new president of home appliances and commercial sales is James Coyle. Coyle joined Sears last month from Amazon, where he most recently served as a CE director and category leader. Coyle reports directly to Arora. In his new role, Coyle becomes Sears’ fifth appliance president in six years.

Michael Castleman remains president of the Kenmore, Craftsman, DieHard business unit (KCD), and senior VP of Sears Holdings.

The naming of two e-commerce veterans to oversee major appliances, and services, suggests a larger role for the online channel in Sears’ appliance plans.

The moves also come as Sears, and its iconic Kenmore private brand, continue to surrender major appliane market share Lowe’s Home Depot and Best Buy.

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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.