Vintage Sears Private Brand Home Listed $2.5M

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From 1908–1940, Sears sold about 70,000 – 75,000 Private Brand homes through their mail order Modern Homes program. Over that time the retailer designed 447 different housing styles, from the elaborate multi-story Ivanhoe, to the simpler Goldenrod, which served as a quaint, three-room and no-bath cottage for summer vacationers.

One of those Private Brand homes is available for sale in Venice, California. The 1923 Sears & Roebuck Craftsman-style house is listed at $2.495 million.

A rosebush-lined brick walk through the yard leads to the front porch, which opens to a updated but reverential living room with a fireplace. The kitchen features a vintage stove and custom cabinets. French doors at the back of the home open to a garden.

The 2,330 square feet home includes a dining room, a central hall, a den, three bedrooms and two bathrooms.

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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.