Kenmore To Donate Up To $200,000 To Aid Veterans

kenmore-washersIn honor of America’s heroes, the Sears private brand Kenmore has created a limited edition patriotic laundry pair with an American flag graphic on the back console that was designed, engineered and assembled in the U.S.A. Kenmore will donate $40 from the sale of each pair, up to a total of $200,000, to Rebuilding Together, a partner of the Sears Heroes at Home program. The money raised will help Rebuilding Together make necessary improvements, modifications and repairs to military family homes nationwide.

“The Kenmore brand is a trusted American legacy brand that is woven into the fabric of the American lifestyle,” Tom Park, president of Kenmore, Craftsman and DieHard brands. “We developed this one-of-a-kind laundry pair to raise funds around Veterans Day for those who have served in the military. We hope these funds can help make a positive impact in their lives.”

Other ways Sears shoppers can give back this holiday season through Heroes at Home include:

  • Craftsman Hat – The Craftsman private brand will donate $1 from the sale of each beanie to Rebuilding Together, with a minimum donation of $4,000.
  • Ornaments – Two collectible moose and bear Christmas ornaments help raise funds for Heroes at Home this holiday, and are the perfect, meaningful addition to any tree. With every qualifying in-store or online purchase through 12/24, Sears will donate $1 to Rebuilding Together to help military families in need, with a minimum donation of $20,000.

The Heroes at Home program has raised more than $20 million over the past nine years thanks to donations from Sears loyalty club members, customers and associates, and has funded more than 1,600 home rebuilds.



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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.