Kenmore Stars in Designing Spaces on Lifetime

Military MakeoverOne of the first to become an “America’s Appliance Expert” location and undergo a complete refresh of its appliance retail strategy has also lent a helping hand to a deserving local military veteran.

The La Belle, Florida Sears Hometown Store recently participated in hit TV show Designing Spaces for a special series called “Designing Spaces of Hope – Military Makeover.” Airing May 15, 2015 at 7 a.m. EDT/PDT on Lifetime, the show worked closely with Wounded Warriors of South Florida to provide local Purple Heart veteran Lt. Robert Keefe, Jr. a complete home makeover. The store provided Lt. Keefe’s family a full Kenmore Elite private brand kitchen—range, microwave, refrigerator and dishwasher—as well as a Kenmore laundry pair.

Lt. Keefe enlisted in the Marine Corps in February 2001 and continues to serve through any capacity possible – as a veteran advocate, volunteer, mentor and public speaker. During his most recent deployment, Lt. Keefe served as a platoon commander for a truck platoon in Afghanistan from July 2010 – February 2011. It was during this deployment that his Humvee hit an improvised explosive device (IED), causing severe spine injuries, which rendered him unable to continue military service and subsequently medically separated from the service. Once out of the service, Lt. Keefe moved to Okeechobee, Fla. with his wife and three young children.

“Designing Spaces is a perfect fit for Sears Hometown Stores,” said David Buckley, Chief Marketing Officer, Sears Hometown and Outlet Stores, Inc. which operates Sears Hometown Stores. “Providing appliances to a deserving local family highlights exactly what makes us America’s Appliance Experts. We’re leveraging our selection and experience to pick the perfect appliances for the family and the show highlights our local community involvement for which our owners are known.”



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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.