Sears Canada Consolidates Private Brands and Launches Off-price Business

Sears Canada‘s reinvention is on full display at a Pop-Up Shop in Toronto’s trendy Queen West neighborhood. The Shop lives at 322 ½ Queen St. W. and showcases the retailer’s newest merchandise initiatives, including the all-new Sears private brand product line-up and off-price offering The Cut @ Sears, making Sears Canada the only nationwide retailer to offer both key retail strategies all in one store. The brand also unveiled a trend-focused fast fashion line targeted to shoppers aged 20 to 30 years old. The Pop-Up is a small taste of the exciting assortment Sears Canada now has available across the country and on its website,

The extremely large portfolio of 64 apparel private brands at Sears Canada has been consolidated into a single brand, Sears. The consolidation is an effort by the retailer to create one unique selling proposition and one positioning statement for consumers.’ Basically, if it has the Sears brand on it, customers can be assured it is a quality product from the very best factories in the world.

The Pop-Up and new initiatives were revealed to a VIP audience last at a top-secret launch celebration that included a surprise fashion show debuting Sears new looks in apparel, plus some featured home décor products.

“2017 is the year for change and reinvention at Sears Canada.  We started on our reinvention path last year when we focused on a dramatic refinement to our product selection, to achieve a simple value proposition for consumers – high quality at a low price, and our Sears label essentials and The Cut @ Sears achieves this in a big way. We have also overhauled our customer experience online and in-store as we commit to providing Canadians the best shopping experience possible,” says Brandon G. Stranzl, Executive Chairman, Sears Canada.

“This Pop-up shop shows the savvy, fashionable and cost-conscious urban Toronto shopper that we are a hot NEW destination with great-quality merchandise and amazing prices.  Some Torontonians have never experienced Sears Canada, and can now re-discover us and experience the WOW,” continued Mr. Stranzl.

The Sears Canada Pop-Up opened to the public at 10 a.m. Saturday, April 8, with the campaign line: #weveCHANGED. The shop sports a unique in-store design reflective of the company’s new Sears concept stores, which launched at select Ontario locations this past fall, combined with quintessentially Queen West characteristics including exposed brick, wood fixtures and a custom street-art inspired piece by well-known local artist, SpudBomb.

“We’re using #weveCHANGED as our moniker to attract new consumers and engage Canadians in our new customer-obsessed approach without pre-conceptions.  We’re re-introducing ourselves with new products, enhanced customer experiences, and a re-imagined philosophy of quality, on-trend merchandise at great prices,” Mr. Stranzl says. “That way our products can speak for themselves and shoppers can discover the re-invented Sears Canada for the first time.”

The Sears Canada Pop-Up is open weekly, Monday to Saturday 10 a.m. to 8 p.m., and Sundays 11 a.m. to 7 p.m.

On Saturday April 8 at 10 a.m., the Pop-Up will open to the public and the first 50 customers in line will receive a $100 cash card to shop the new Sears Canada!

The newest clothing and décor lines at Sears Canada, Sears label essentials and The Cut @ Sears will be on available at the Pop-Up.




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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.