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.