Sears and Outdoor Life to Collaborate on a Branded Lifestyle Apparel Line

NEW YORK, May 7, 2012 /PRNewswire/ -- Sears and Bonnier Corporation's Outdoor Life announced today they have entered a relationship to launch a line of Outdoor Life branded sportswear for men, available in over 800 Sears stores nationwide and on Sears.com, beginning Sept., 2012. The exclusive collection is being designed with the all-American "guy's guy" in mind, a loyal customer of both iconic brands. The products will combine utility, comfort, and quality for the outdoorsman.

"We are thrilled to put Outdoor Life and Sears together to serve outdoor enthusiasts with a distinct line of apparel exclusively for Sears customers," said Bonnier's Chief Brand Development Officer, Sean Holzman.

"The Outdoor Life apparel line will be the first store-exclusive brand for Sears, created particularly with the outdoorsman in mind," said Lana Krauter, senior vice president, Sears Holdings, and president, Sears Apparel. "Through this collaboration, Sears and Outdoor Life will provide outdoorsmen with clothing that fits their lifestyle and their budget with convenient mall based shopping."

"This opportunity offers a perfect extension for the Outdoor Life brand," said Eric Zinczenko, Vice President and Group Publisher of the Bonnier Outdoor Group.

Offering functional yet stylish casual men's apparel, the Sears Outdoor Life collection will include items such as cotton flannel shirts, thermal crews, Henley shirts, hooded fleece zip jackets, cotton canvas cargo pants, and more.

Sears will feature the Outdoor Life brand in stores nationwide in a heavily branded in-store retail space called the Outdoor Life shop. Outdoor Life will promote the line with a comprehensive marketing campaign that includes coverage in the Oct., Nov., and Dec./Jan. issues of Outdoor Life magazine as well as a presence at consumer events, multimedia program opportunities, and integration on OutdoorLife.com.

About Outdoor Life

Outdoor Life (outdoorlife.com) is the source for Hunting and Fishing Adventure. Outdoor Life is the go-to magazine for sportsmen who want to improve their hunting and fishing skills. Lively service pieces loaded with tips and information provide readers with everything they need to know to be successful right now. And while reader service is key, every issue of Outdoor Life also explodes with adventure stories and true tales from the wild. Outdoor Life is published 10 times a year by the Bonnier Corporation.

The Bonnier Corporation (bonniercorp.com) is one of the largest consumer-publishing groups in America and the leading media company serving passionate, highly engaged audiences through more than 40 special-interest magazines and related multimedia projects and events.

About Sears, Roebuck and Co.

Sears, Roebuck and Co., a wholly owned subsidiary of Sears Holdings Corporation (NASDAQ: SHLD), is a leading broadline retailer providing merchandise and related services. Sears, Roebuck offers its wide range of home merchandise, apparel and automotive products and services through more than 2,300 Sears-branded and affiliated stores in the United States and Canada, which includes approximately 929 full-line and 1,200 specialty stores in the U.S.  Sears, Roebuck also offers a variety of merchandise and services through sears.com, landsend.com, and specialty catalogs. Sears, Roebuck offers consumers leading proprietary brands including Kenmore, Craftsman, DieHard and Lands' End -- among the most trusted and preferred brands in the U.S. Sears, Roebuck is the 2010 ENERGY STAR® Retail Partner of the Year. The company is the nation's largest provider of home services, with more than 12 million service calls made annually. For more information, visit the Sears, Roebuck website at www.sears.com or the Sears Holdings Corporation website at www.searsholdings.com.

CONTACT:
Jocelyn Nubel (Outdoor Life)
646-495-4001, Jocelyn@alissaneilPR.com

Taryn Deane (Sears)
310-276-7500, Taryn@fingerprintcom.net

SOURCE Sears, Roebuck and Co.; Outdoor Life