Kid Cool, Exclusively at Sears, Sets A Tone for the Future of Kids Fashion

Hot off the European market comes a new line of children's apparel, Kid Cool, available exclusively at Sears. The Belgium based children's apparel company, Kid Cool, brings the hottest trends and colors to stores just in time for fall. The line includes high-tech polar fleece vests, dark denims, utility pants, and turtlenecks in warm reds and oranges, cool pinks, plums and berries for boys, girls, toddlers, and infants.

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"Kid Cool is bringing all the latest trends in clothing, accessories and even children's cologne to Sears stores," said Greg Sandfort, Vice President of Children's apparel. "Our customers want superior quality and fashionable trends, and the addition of Kid Cool gives them even more options at Sears."

Kid Cool is known throughout Europe for exceptional quality and value. Prices range from $11.99 to $28.99 for toddlers, and $12.99 to $29.99 for boys 4-7 and girls 4-6x. The line debuts at Sears with five fall collections:

The Back-to-School Collection of Kid Cool is noted for its fall colors, school logos and denim must-haves featuring cargo pants, terry vests, denim jeans and tees.

Indigo Blues emphasizes soft blues to dark navies in stripes, denim, fleece and rugby looks, while Spirit of the West Collection gives corduroy and denim a place to shine with corduroy jumpers and pants, topstitched denim jackets, flannel check shirts, stripped turtlenecks, and western motif sweaters.

New Hippies is a trendy collection for girls showcasing fun multi-colored turtlenecks, corduroy pants, shrugs and keyhole tops. The Athletics Collection for boys focuses on comfortable clothing and material with an athletic look: drawstring fleece pants, hooded tops and micro fiber vests.

Sears will also introduce five collections of Kid Cool in infant sizes 9-24 months. These include Back-to-School Baby, Indigo Baby, and Spirit of the West Baby that each match the boys and girls collections, plus allover prints of Flower and Rabbit Baby, and Penguin Baby, all priced at $10.99 to $24.99.

Sears, Roebuck and Co. (NYSE: S) is a leading U.S. retailer of apparel, home and automotive products and services, with annual revenue of nearly $40 billion. The company serves families throughout the country through approximately 860 full-line department stores, more than 2,100 specialized retail locations, and a variety of online offerings accessible through the company's Web site, www.sears.com .

SOURCE: Sears, Roebuck and Company

Contact: Marie Alexander of Sears, Roebuck and Co., 847-286-5060

Website: http://www.sears.com/