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Sears Holdings Forms Entertainment Unit


• Sears Holdings Corp. has created Shop Your Way Brands • Focus: on developing entertainmentdriven fashion & lifestyle brands. • It’s starting with Adam Levine & Nicki Minaj, two new celebrity lines that will be available on ShopYourWay.com & in Kmart stores.


• Minaj held a press conference in March to reveal her new collection for Kmart, which will available in October at select Kmart stores and at ShopYourWay.com/Nicki. • On the Web site, Minaj shares updates and a video showing how she creates the collection.


• Adam is designing a men’s apparel collection called 222 by Adam Levine, also launching this fall.


• Shop Your Way Brands will offer exciting new merchandise reflecting personal style of iconic artists from the world of music and entertainment,” said Edward S. Lampert, chairman and chief executive officer of Sears Holdings. • Other celebrities could be added at a later date.


• Shop Your Way is a social shopping experience where members can earn points and receive benefits from a variety of physical and digital formats through ShopYourWay.com.

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